Baby Cheramy

Sri Lanka’s most popular brand and market leader for baby products was looking for a makeover to keep up with evolving consumer expectations and keep competition at bay.

We sensed magic in the moments when a baby was being soaped, rubbed over with cream, or massaged with oil. And we saw Baby Cheramy’s role in bringing the mother and child together by enhancing the intimacy and playfulness of the ritual.

To capture and communicate this attribute visually through Baby Cheramy’s different products became our design brief. The logotype was changed to a softer one and the image of a doting mother and child, all cuddled within the shape of a heart, was added. The identity was crafted so that when used on its own it would still communicate the brand essence “pure love”. This expression of ‘Pure Love’ also reinforced the pureness of Baby Cheramy’s products that its consumers appreciated. The packaging for each product like shampoo, cream, talc, soap and cologne, clearly articulated the different moods & tender playfulness in each context. Colour patches differentiated the brand’sportfolio while at the same time integrating it. The heart shape was further intensified in the structural packaging. The peach and mauve colours were retained for its strong association with a brand that was so well loved and recognized all over Sri Lanka.

The new identity, pack architecture & pack graphics have given the brand a big push by clearly reinforcing the brand values which is so loved by Sri Lankan’s. Icarus also redesigned all the structural packaging of the brand crafting it to derive synergies with the brand’s visual identity. Baby Cheramy has emphatically reinforced the brand’s leadership credentials.