Infany is a new brand on the Russian market for baby milk formula. The category of infant formula is quite conservative and sits at the intersection of nutrition and medicine, which sets it apart from other baby food categories.
Problem
The brand had to compete with other powdered milk formula brands, including strong global players such as Nestle and Nutricia, which have a high level of trust among mothers and pediatricians. These experts have a significant influence on the decision of parents when choosing a formula for their children. In order to establish a strong presence in the market, it was essential for the brand to develop effective communication strategies. The goals were: - to find a niche in a competitive category by offering value that resonated with the audience. - to rethink the category of infant formula, which is full of complexities and medical science. - to create a visual style that captures the feelings of a young mother, focusing on emotions and impressions rather than reasoning and instructions.
Solution
Comprehensive studies were conducted to gain a better understanding of the category and the specific needs of different target segments. Special attention was paid to young and active mothers who successfully balance motherhood, family care, and social life. An emotional positioning was developed for this group, and based on this, a design and name that reflects understanding and support were created. The name "Infany" refers to the happiest period of motherhood and the positive emotions associated with spending time with a baby. The design concept revolves around hugs, conveying feelings of warmth and care through stylized hands reaching out to loved ones. This language is understood by every parent and felt by every child. A comprehensive branding system has been developed to answer the question "What do these products do?" in a clear and concise manner.
Result
The result is a modern and concise design that eliminates categorical restrictions and functionality, conveying only the most essential information, explaining scientific terms in a clear and accessible language. This design conveys the warmth and tenderness that is inherent in the brand and highlights Infany's presence on the shelf. By significantly deviating from the typical standards of the category, the brand has managed to capture the attention of its target audience and easily enter the shelves of major retailers, demonstrating positive sales growth both online and offline. These results confirm the accuracy of our insights and the effectiveness of our chosen brand strategy.
