Danone, the global leader in baby nutrition is launching newly designed packaging for its Aptamil Growing Up milk brand. The design has been created by international agency LFH which won the work following a three-way competitive pitch in November 2009. The new packs will begin appearing on supermarket shelves at the start of 2011.

Danone’s Baby Nutrition division tasked LFH with delivering an improved pack design for the Growing Up Milk range for Aptamil to give it much greater impact on shelf.

Kate Fox Evans, Marketing Manager for Aptamil says, «We want to communicate to parents that Aptamil Growing Up milk is a great product for their toddler. We have worked with LFH because they have the strategic insight and creativity for us to strengthen the Aptamil brand. The agency’s connected processes approach means that the brand vision has been effectively translated into the final design — conveying that Aptamil Growing Up milk helps support your toddler from the inside.»

Steve Irvine, LFH’s Creative Director says, «The new design for Growing Up milk is a logical progression for the Aptamil brand look and feel, creating a consistent communications platform which parents will understand. We’ve built in the Aptamil polar bear which has great emotional appeal, and been much clearer on the intended usage of this product for 1 year + toddlers.»