before and after
side and back
6 uses in one call out
First step was to eliminate the plastic packaging and move to a giftable box. The overall design was upgraded to a more fun and cheeky design, which better reflected the brand. The signature aden and anais colors have more of a presence, but the white gloss makes the box pop in the harsh lighting of the mid-tier stores.
Many people didn’t know the many uses of the swaddle (not including moms wearing it as a scarf or beach wrap!), so it was important to call out the multiple uses on both the back and front of the box. The existing illustrations received a few tweaks to round out the look, and the large image on the back is fresher and more up-to-date. The information was simplified so it was easier to read and understand.
new back and old back of packaging
To see the rebranding of the boutique line, click here