Being the growth companion
for babies and kids
GROW TALL, GROW STRONG
Grow is a growing up milk powder (owned by Abbott) specifically designed for school-going kids in Singapore. It supports the nourishment of children in their formative years and ensures that they get the most out of work and play (Stage 4 for 3-6 years old, and Stage 5 for 6-12 years old).
To strengthen its foothold and increase market share in Singapore, Abbott decided to expand Grow’s range by introducing infant milk formula (Stage 1 for 0-6 months, Stage 2 for 6-12 months, Stage 3 for 1-3 years).
DESIGNED FOR KIDS AND MUMMIES
In order to breathe new life into the brand, we have imagined a new look for Grow. The visual identity created starts with a strong, robust and flexible design system that leverages on its existing equities. Simultaneously, it takes into account the different mindset mums have at each stage, and addresses this mindset on pack.
A FRIENDLY GIRAFFE
We modernized the Growie mascot and explored different expressions and activities as it progresses across the stages.