Naturalness, safety and efficacy. But also an appeal to the senses, strong expertise in the world of childhood and that sense of empathy essential to accompanying new parents in intimate moments with their baby, so precious in the first years of life.
These are the strengths of a historic brand like Fissan which, over time, had found itself facing competition from new brands and products with fresher communication and a more engaging tone of voice for the new generation. Our intervention represented a fresh start: saying goodbye to the classic elements of brand design to make room for a more contemporary language.
It was a challenge that saw us move into both product sales channels, supermarkets and pharmacies, completely reinventing not only the design system, but also all the on-pack communication. Fissan has thus entered a new dimension, rediscovering the cheerful tenderness of a moment for cuddling between a parent and their little scamp, using an illustrative style that replaces the legendary “little quiff”. The redesigned packaging, in the brand’s classic shades of blue, pink and white, communicates all the happiness of parents and babies in enjoying the sweetness and harmony of daily care routines. The brand has thereby rediscovered a more playful, natural and relaxed dimension, closer to the new generation, both in pharmacies and on supermarket shelves. At the same time, however, thanks to clear communication of the product benefits on the pack, the brand has reaffirmed its role as caring and empathetic, ready to support all baby care needs, from the simplest to those that require a little extra attention.
Brand positioning and brand storytelling together to project a historic brand into the future.