We worked a lot, in the past, for baby food market such as pet food. Could be strange to compare this two but they act, they have, similar values and habits. In both cases is found a strong emotional involvment but in the same time a strong reassurance need. In both markets are visible brands that focus more on emotions or other that focus on rationality. In this case, considered the simple, basic, typology of the product (is milk powder, not a sophisticated formula) we worked to create and build on emotional values.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The new ‘MAMO’ brand presents a range of baby food that features food that goes beyond nutriment to feed the sensations, so important for children.
Aim: to create an identity that is soft and appeals to the world of children but, at the same time, is strong to guarantee the products for the parents. A character has been created who tells stories that open the mind and emotions and, at the same time, tell of the properties of the products.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Carton Cilinder + brick
SPECIFICATIONS / TECHNICAL PROPERTIES:
baby food, baby milk,
As per our methodology we worked to look for a concept that could express the difference, the uniqueness of this completely new brand.
We studied carefully the market in order to find the space available where it was possible to insert a new offer. In Italy is very hard because there are 3/4 historic brands that own the main part of the market. Anyway after a long exchange of ideas and collaboration with the customer we discovered that some of the brand lacks the real contact with the TA. Most of them focus on their own and they're not really thinking about what is best for the children: their relationship with their parents. The brand can just be an emergency help, not the substitute. So we worked to express this philosofy through the Mamo brand.
Find a concept that could fit into the challenging market of baby food where 3/4 big brands made the main part of the business. The concept needed to find a different and innovative way to get in contact and communicate, open a relation with the TA (Target Audience=mums) who are always listening to their own mums (creating a sort of continuity with the past) but in the same time they recognize that that way is old and something new and better exist and has to be found. Mamo's philosophy is that new.
TEAM MEMBERS (1) :
Giacomo Stefanelli, Barbara Cesura
Alberto Sparaciari as foto-retouch/finalizer