Little nature lovers

Acton's Silk baby care range lacked clear positioning and differentiation. The packaging was tired with no real brand personality or story. In decline the brand was facing delisting. Unified were tasked with delivering a revitalised brand proposition and redesigning the range look and feel.

Our insight team revealed that parents want to do what's right by their baby and the world they live in at the same time. Our idea ‘Doing good for your baby’ allowed us to develop a brand that did both. Fostering future little nature lovers we brought together our love for the planet and animals, encouraging the connection between nature and the wonderful creatures we share our planet with.

We developed a fun, playful and contemporary illustration suite consisting of whales, bunnies, elephants and underwater sea life like seals and seahorses. Our colour palette is soft and natural but bright and sophisticated to engage both babies and parents alike. We modernised the Silk logo, working with a typographer to craft a new unique and ownable wordmark. Our on-pack typographic system utilises integrated elements within the illustration scenes like clouds and flowers to call out the qualities that make Silk baby so special, allowing us to bring our new character of caring, encouraging and cheerful to life.

Special thanks to Angela Keoghan for help with illustration.

"The team at Unified delivered a rebrand of the Silk Baby range which simply captures what the brand stands for. Unified’s straightforward and honest approach made tough conversations easier and built up our trust in Unified’s work. The consumers have also shown the new branding resonated with them as evidenced by our 30% annual increase in retail unit sales since launch. Personally I found working with Unified very collaborative and satisfying. I would recommend anyone looking for brand work to have a chat with them and trust in what they do.”

— William Thomas, Acton