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Therapeutic baby care rebranded

Design firm updates colors and symbols for therapeutic baby-care brand Gentle Naturals to emphasize product trust, efficacy, therapy, and quality.

New packaging for Gentle Naturals Baby Therapeutics provides a more pharmaceutical feel.
New packaging for Gentle Naturals Baby Therapeutics provides a more pharmaceutical feel.

Trust, efficacy, therapy, and quality: These are the prime attributes buyers of baby-care products seek when searching store shelves for therapeutic solutions to conditions such as cradle cap, teething soreness, and eczema. While Gentle Naturals Baby Therapeutics’ line of baby-care products was well positioned to address these needs, its packaging was lost in “riot of brands, colors, and symbols” found at retail point-of-sale, says Terri Goldstein, founder of The Goldstein Group, the strategic brand consultancy selected to rebrand Gentle Naturals.

Original packaging for the brand comprised bottles and cartons in a teal color, with labels depicting a cartoon-like illustration of a baby with teddy bear against pastel backgrounds of pink, powder blue, and purple.

“The baby care category is difficult for busy moms, who often shop with baby in tow, to navigate the large number of brand offerings and competing product claims,” Goldstein says. “We immediately recognized the need to create a distinctive brand identity that embodies the concept of ‘therapeutic baby care’ for traditional and contemporary mothers with general tummy, teething, and specialized skincare needs.”

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