Packaging Solutions
Supremia International assisted Baby Dove parent company Unilever and co-packer Menasha in the development of a parent friendly Baby Dove Complete Care Baby Essentials Gift Pack. Available in two sizes, the gift pack features a flexible, reusable basket holder containing multiple baby bath products, and promotes Dove’s brand identity through both basket design and, in the larger pack, a winged ‘dove shaped’ baby towel.
Supremia’s role was one of strategic guidance, and included conceptualising, developing and executing the design and manufacturing of the basket. The team’s challenge was to satisfy Unilever’s desire for a basket in line with the Dove brand’s clean, mostly white appearance that also was utilitarian, portable, and reusable. The basket had to be durable as well, in order to serve the dual function of vehicle for store shelf display and collapsible, reusable storage container for parents at home.
‘The advice sought for the Baby Dove gift basket was ideally aligned with our creative specialty premiums and packaging expertise,’ explained Jessica Warwick, sales director, Supremia Americas. ‘We were thrilled to help create these highly functional, aesthetically pleasing, and brand supportive baskets.’
Supremia experimented with several rounds of sizing, as the basket needed to accommodate a vac tray that would hold the products. Since some baskets would need to be shrink wrapped for shipping through e-commerce sites, they needed to be snug and sturdy, and prevent product protrusion. In addition, the basket needed to incorporate the Baby Dove logo and closely match brand colors.
Design of the towel for inclusion in the larger gift pack presented another set of unique challenges. Unilever sought a towel that would be sufficiently substantial in weight and size, yet soft, absorbent, and within budgetary constraints. After sourcing materials, Supremia presented several swatches for the team to choose from, and designed a winged ‘dove shape’ for the towel to emphasise brand identity.
Adding human interest to the story, several members of Supremia’s team were new parents, and tested the products for both size and comfort on their own newborns. To meet the needs of sensitive baby skin, the team ultimately chose a 100% polyester terry 200 g/m. This personal involvement by real mums and dads tied in nicely to the Baby Dove campaign.
