When Concord, MA-based Welch’s came out with a new line of baby juice, it employed Bailey Design Group (Plymouth Meeting, PA) to create a bottle that clearly distinguished it from competitors and conveyed a sense of gentleness, quality, and comfort.
According to Paula Elrod of Bailey designers wanted to communicate a feeling of fun to accompany important messages such as health and quality. We were looking for something that would attract mothers she says. Perhaps something with a serious nature yet with fun elements. The fun elements she refers to include a cuddly teddy bear mascot and mild pastel colors. The 32- and 64-oz bottles are decorated with wraparound labels printed offset in four colors. Each of the three different flavors has its own spot color.