Libero Baby Care

Background/Insight
Libero Baby Care is a unique range of toiletries and nursing accessories of highest quality for baby and childcare, developed for Nordic market. All products are carefully formulated to be safe and gentle on baby’s sensitive skin, using naturally moisturizing oat oil or extract in creams and wash products. The range is a strategic assortment for Libero in the transition from being a well-known diaper brand, becoming a baby care brand.

Position/Strategy
The design captures the Nordic aesthetics with a sophisticated and simplistic style,
feeling warm, natural and authentic, with imagery emphasizing the softness of the skin. By incorporating photography of children in nursing situations the design breaks category codes and helps with navigating product use. The photos also serve as a tool for parents when bathing, washing hair or changing diaper, allowing them to grab the baby’s attention and focus on the child in the picture. To celebrate diversity and inclusivity the design ensures that children, regardless of skin or hair colour can see themselves represented and diversity in parenthood are highlighted, including both mothers and fathers.