Enfamil: VMS Infant Vitamins

role: Art Direction/Designer
copywriter: Ingrid Thompson

Enfamil’s infant vitamins is an established brand with high awareness, however it is a cluttered and confusing field so we wanted to find a way to stand apart from the rest.

The VMS line had just undergone a fun and playful new packaging redesign. Since this product line has freedom to behave like its own brand within Enfamil, we could take some liberties and have some fun – leaning into this new look. The new packs incorporated lively graphic elements into its title graphics. We decided to use them to tie the benefit to the title of the product. The illustrations were used to build the pack in a really energetic way. The choice of the photography and how it was styled paired with the graphic style by being clean but still telling the benefit story. We also made sure to use the same, light “mom” speak tone in our campaign, bringing the bright and friendly nature of this brand together in look and voice. Our end tag became a simple one, showing that Enfamil continues to support babies in all their everyday supplemental nutrition needs – every baby step of the way.

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