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Adoringly Doodled Branding

Mama Sopa Packaging was Illustrated Lovingly with Care for Cleanliness

— April 26, 2013 — Marketing
With its darling hand-drawn visual identity, Mama Sopa packaging would appeal to parents and children alike. Ina Meijer and Marjolijn Stappers of the Con-fetti design agency dressed up the shower gel tubes, the bar soap boxes and the liquid soap dispensers with lovely free-hand illustrations that speak of the values of the brand.

As part of a social hygiene project, the Dutch Simavi Foundation is launching this range of products to raise money. The organization strives to improve the health of families in developing countries. This goal was translated into the notion of a doting mother, and it's her eyes and fabulously curly hair that are represented on Mama Sopa packaging. They're sketched in a rather rough style, but their loosely doodled technique and delightful colors give them great warmth and approachability.
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