British product packaging, food branding and food package design agency Robot Food has handled the rebrand for supermarket chain Co-op’s baby care range.

Co-op needed a product that provided customers with a credible own-label alternative that would boost category sales and engage with shoppers.

As a result, Leeds-based Robot Food focused its strategy on life as a parent and tried to connect the baby care products with the joys of parenthood.

The resulting line of nappies and pants has less written content on it but instead features a stripped back progression of target age groups to simplify pack messages without creating confusion.

The design agency’s website says: “Taking a closer look at the baby care category, Robot Food found that it was out of touch and failing to cater to a new type of parent.

“Research showed that the majority of new parents were millennials, yet most brands hadn’t moved on much from when said parents were in nappies themselves.”

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Robot Food chose to substitute the more traditional shots of smiling babies with animal drawings.

Brooke Fletcher, packaging design manager at Co-op, said: “As well as helping us raise the bar for the entire category, Robot Food’s work is also raising plenty of smiles. Playful, clever, effective – the range is absolutely spot-on for what we wanted to achieve.

“We now have a strong, cohesive, beautiful baby-care range designed for a new generation of parents that’s easy to navigate, and encourages consumers to consider a wider Co-op shop. We’re looking forward to seeing what Robot Food does next.”