Challenge: Redesign Childs Farm’s portfolio to elevate skincare credentials while maintaining a playful, child-friendly identity. Simplify messaging to support parents’ routines and create a unified, “one brand” experience across all products.
Approach: Led a full redesign across 60+ SKUs, including logo refresh, packaging, and illustration. Partnered with the Global Product Manager, a design agency, and an illustrator to unify key brand touchpoints. Focused on creating a regimen-based portfolio that enhances shelf navigation and consumer conversion.
Deliverables: 60+ print-ready packaging artworks • Art direction for two brand photoshoots, producing 370 images and 8 videos in collaboration with Jen Spence Production • Briefed and collaborated with an illustrator on 20+ custom on-pack scenes, including character redesigns and new character creation • Refreshed digital shelf with 300+ assets, including Amazon A+ content
Results: Best 2 weeks of core EPOS in 4.5 years. +132% EPOS growth for OatDerma. +11% EPOS growth for Haircare. +7% distribution growth in Boots since launch. Full fixture relaunch in Boots with branded trays.
Listening to the Consumer - The New Design:
Achieved a significantly higher breakthrough at the fixture with +10% points. No loss in brand recognition amongst current Childs Farm buyers. No evidence of any risk to purchasing associated with making a change. Significantly improved perception of clarity, simplicity and clearer branding. No compromise in premium/quality credentials, and the design remains just as much fun.
