MILLY TILLY — a full brand design in the category of infant hygiene productsHygiene Kinetics Company is one of the leading Russian producers of hygiene products, and has worked in this market sphere for more than 15 years. In the 2012 the company took the decision to bring to the market a wide range of hygiene products for infants, including day time and night time nappies, nappy-pants, swaddling clothes, quilted products and wet-wipes. KIAN was instructed to design the brand for this new category of products.TASKA full design of the brand in the category of infant hygiene products: the creation of a marketing strategy and brand positioning, design of the visual concept of the brand, the design of all brand communications: packaging and advertising materials.SOLUTIONThe birth of a child is without question one of the most important and emotional events in the life of a woman. During the first few years of the child’s life, maternity is something akin to a pleasant game. The main wish of a young mother during this time is to surround herself with every possible comfort, helping to make caring for the child not only an easier process, but also a joyful activity. This consumer insight found it’s reflection in the positioning strategy of the new brand.The basis for the visual concept of the brand strategy was bright plots in which the infant becomes the hero of a fairy-tale, as though the mother is telling the child a magical story. In the framework of this project the KIAN Production department took on a truly unprecedented level of work. The casting of little models, preparation of the sets, organizing the filming and in addition creating comfortable conditions for the young ones and their mothers, all demanded the highest levels of professionalism and sensitivity from all the team. The unique visual concept and bright colour code enabled the creation of a noticeable brand block on the shelves, clearly differentiating the brand from competitors.