Aveeno Baby Redesign

Refreshed the Aveeno Baby packaging system to modernize the brand for today’s parents while preserving recognizable brand assets, improving communication hierarchy, and strengthening global consistency across the portfolio.

Role: Global Designer
Scope: Global portfolio refresh with a focus on North America
Focus: Brand modernization, equity preservation, global template development, color harmonization
Team: 2 Graphic Designers, Industrial Design, Packaging Engineering, R&D, Marketing, Consumer Business Insights
Design Direction: Jennifer Dahl

After more than 20 years on shelf, Aveeno Baby needed to evolve to remain relevant to the modern parent while preserving the trusted equity of the brand. Unlike a complete redesign, this initiative required a thoughtful refresh — maintaining recognizable structures and core visual cues while refining the system to feel cleaner, more contemporary, and globally cohesive.
The portfolio had developed subtle inconsistencies across regions and SKUs. The objective was to modernize the packaging design, harmonize structural colors, and create a scalable global system without disrupting shelf recognition or brand trust.
- Partnered with cross-functional teams to define strategy, including reviewing brand equity audits to identify visual elements critical to retain
- Harmonized plastic structural colors through refined color matching
- Redesigned packaging layouts to improve clarity and modernize hierarchy
- Developed global templates and executional brand guidelines
- Modernized brand expression while preserving core distinctive brand assets/equity cues
- Improved visual consistency across regional & global markets
- Established scalable template system for future innovation
- Strengthened shelf presence through cleaner hierarchy and refined color alignment

Key Distinctive Brand Assets

Through brand audits and consumer testing, we identified the elements most strongly associated with Aveeno Baby’s trust and recognition: the oat science positioning, the signature oat-beige brand color, benefit-driven color cues, and the striped background system.

These distinctive assets were carefully preserved and elevated. We refined on-pack communication hierarchy to improve clarity and modern relevance while strengthening the storytelling around oat ingredients and the science behind them — a key differentiator in a highly competitive category.

Color & Structural Harmonization

While core structures and closures remained unchanged, we refined plastic color matching to create stronger alignment between structural components and label graphics, reinforcing benefit-driven color cues across the portfolio.

The unified color strategy elevated the overall brand expression while reducing regional inconsistencies. The refreshed system improved global cohesion and streamlined manufacturing by simplifying color complexity and production execution.