A tangible experience

Tommee Tippee | Australia/New Zealand

In an increasingly competitive landscape and with a wide variety of offerings, and price points, the Tommee Tippee brand had lost some of its focus.

Our challenge was to unify the 100 plus SKU range, differentiate 5 product categories and make the 3 price points obvious within the range. We saw an opportunity to use the packaging design substrates to determine product price points and a rigorous master architecture to establish both differentiation and cohesion.

We designed the packaging structure to be part of the brand experience, differentiate and give the product maximum impact at point of purchase. We looked at extruding parts of the clam shell to give greater stand-out for the brand mark and key features. There were two pack expressions developed—closed for products that needed to be tamper proof and open for products that had high levels of interaction. The range was restructured to encompass the broad product range for babies through to toddlers from functional to educational. The result defined quality and reassurance, two qualities paramount to first time mothers and parents of toddlers alike.

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Packaging Design  |  Structural Design  |  3D Rendering  |  Iconography/Illustration  |  Production Management


“Depot Creative impressed me. They were given a difficult brief to modernize the Tommee Tippee packaging without losing any of the brand values, identity or consumer recognition that has been created over the past 30 years. I worked with Angela on this large project very closely and found her to be intuitive, creative, systematic, logical, easy to work with and professional in her communications with myself and our team.”
Sandy Archer, MD Jackel Pty Ltd

TommeeTippee infant packaging sketch teats
TommeeTippee infant packaging render teats
TommeeTippee infant packaging design teether
TommeeTippee infant packaging design icons
TommeeTippee infant packaging design bath toy