Baobaochanle

Intent

To position the brand as the leading choice for scientifically-driven, joyful baby feeding, while elevating its brand identity to resonate with modern parents who seek a balance of trust, nutrition, and happiness.

Nourishing the Future with  Science and Joy.

The challenge

The overall brand identity lacked the scientific appeal that modern parents crave. The packaging did not convey trust, did not stand out enough on the shelf, and lacked clear differentiation across the product lines. Most importantly, it failed to guide consumers through a seamless purchase journey that resonated with how parents shop for baby food.

The idea

Baobaochanle sought to appeal to modern parents who prioritize both science and joy in baby nutrition. To achieve this, we reimagined the brand’s visual identity by simplifying the logo into a playful, memorable symbol that represents both the brand name and the joy babies feel after enjoying the product. The new logo features a ripple effect design, symbolizing the nourishing qualities of products and the gradual growth they support.

This imagery connects the brand to a sense of steady, joyful development. To further differentiate the product lines, we used a color-coded system based on baby age groups, making it easier for parents to select the right product. The new packaging structure system is clean, cohesive, and scalable, ensuring brand consistency across over 300 products while remaining flexible for future growth. This transformation not only enhances the brand shelf presence but also builds a stronger emotional connection with parents, making the brand feel both trusted and joyful.

The impact

“In 2024, we worked with the Elmwood team on a comprehensive portfolio upgrade for BaobaoChanle. Our business structure is quite complex—multi-category, multi-channel, and segmented by age groups—which led to more demands for “consistency,” “differentiation,” and “compliance.”The Elmwood team listed all the specific issues, then addressed them one by one through design, making the entire process incredibly stress-free. Their unique consumer insights and brilliant creative designs were particularly impressive.”

Chen Sheng, 

CEO of BaobaoChanle