SMA infant nutrition is a thoughtful concept for baby foods by Michael James Phillips, who sought to rethink the brand's identity as part of an independent case study project. SMA infant nutrition is one of the market leaders, but as Phillips describes, the brand is becoming "very confused and overcomplicated" and losing its edge against competitors.
This new packaging system is simple, hierarchical and clearly illustrates three tiers for three very different target audiences: newborns, young babies and toddlers. The bottles are branded with a numeric system, naturally suggesting that the breast milk substitute comes first, then a formula for a weaning diet and then finally, one for growing toddlers. As the numbers go up, so does the age of the children meant to use each product. The packaging is incredibly straightforward, which is something tired parents and caregivers would surely appreciate.