Pigeon Protequa:
New Branding & Packaging for Baby Care
{ Project Overview }
Baby skin is thinner and more delicate than adult skin, making it more vulnerable to external irritants. Protequa was created as Pigeon’s sub-brand to offer cost-effective specialised skincare for the masses, giving parents peace of mind that their babies remain comfortable and protected.
The packaging uses soft pastel colours to convey gentleness, care, and baby-friendly comfort. Simplified icons and a clean visual structure make the information easier to understand, supporting busy parents who need clear and reassuring product communication at a glance.
{ Creative Challenge }
- 01
Protequa’s packaging appear outdated resulting in a lack of resonance with its modern consumers.
- 02
Lacking distinctiveness, it is difficult for consumers to differentiate Protequa’s products from competitors.
- 03
Consumers are unaware about the unique selling points of the product as its packaging fails to effectively communicate the various benefits of it.
{ The Solution }
The redesigned packaging had greater appeal and relevance to the young audience, consequently expanding its potential customer base
The revamped packaging caught more consumers’ attention and successfully conveyed the product’s benefits to its audience
Consumers were able to distinguish Protequa from its competitors, subsequently fostering a more extensive and loyal customer following.
{ THE DIFFERENCE }
{ Packaging Development }
{ Packaging System }
We organised Protequa’s packaging with a clear information hierarchy, making each product easier to understand, navigate, and recognise.
The design system was structured around logos, icons, text, and patterns to help categorise the product range clearly. This allowed busy parents to quickly identify key product information and understand each product’s purpose at a glance.
Beyond functional clarity, the curated copy also helps communicate Protequa’s story and unique selling points. Together, the visual and verbal hierarchy creates packaging that feels gentle, informative, and easy to engage with.
The new Pigeon Protequa packaging clearly sets itself apart from the competition with a design that conveys quality and trust for mothers that care for their babies.
