Mamo: A New Approach to Baby Food Packaging

Designers Giacomo Stefanelli and Barbara Cesura Break New Ground in Baby Food Market

Stefanelli and Cesura drew inspiration from their previous work in the baby food and pet food markets. They noted similarities between the two, particularly the strong emotional involvement and need for reassurance in both. Given the simplicity of the product - milk powder - they decided to focus on creating and building emotional values.

The Mamo brand presents a range of baby food that goes beyond simple nutrition. The aim was to create an identity that is soft and appealing to children, yet strong enough to guarantee the products for parents. To achieve this, a character was created who tells stories that stimulate the mind and emotions, while also communicating the properties of the products.

The packaging was realized using a carton cylinder and brick. The design team faced the challenge of finding a concept that could fit into the competitive baby food market, dominated by a few major brands. The concept needed to establish a new and innovative way to connect and communicate with the target audience - mothers - who often rely on advice from their own mothers, while recognizing the need for something new and better.

Through careful market study, the designers found a space for a new offering. They discovered that many brands focus on themselves and do not truly consider what is best for children: their relationship with their parents. The brand should be a supportive aid, not a substitute. This philosophy is expressed through the Mamo brand.

The Mamo brand's unique approach to baby food packaging has been recognized with the Silver A' Packaging Design Award in 2017. This prestigious award is given to designs that demonstrate outstanding expertise and innovation, strong technical characteristics, and exceptional artistic skill. Mamo's design certainly fits this description, offering a fresh perspective on baby food packaging that prioritizes emotional connection and reassurance.