The cuddly little bear mascot for the Bambix brand has been smiling out from the shelves for quite a while here in Belgium. A trusted long standing provider of nutritious baby food, well-known for its growing-milk and cookies. Thanks to this generational trusted connection between the brand and caring mothers, it was decided to stretch the brand to new products in search of new business.

So, introducing Bambix Fruit Pouches and Bear Snacks to their product portfolio required a new phase of design exploration. Our idea was simple; how can we leverage the irresistible nature of the Bambix Bear brand mascot so as to create impact and fun in-shelf. With other competitors also utilizing illustrative characters in order to entertain the little ones, we felt obliged to step-up and do the same. Our beautiful bear now fills the entire pack, ready to be picked up and cuddled by the next hungry child that comes along. Together with a bolder new dark blue brand colour, we decided to make steps towards unifying the Bambix brand identity and creating more memorability in the eyes of consumers.

Now open wide, here comes the choo-choo train ;)