Case Study 11
Purity
Positioning a Baby Food Brand Around "No Additives"
01
"No Additives"
An Overcrowded Market for Trust
InnaBaby is a premium baby food brand.
"No additives" had become a baseline expectation. Baby care aisles were filled with soft pastel colors, cute cartoon animals and endless claims of "zero additives".
The Core Challenge
These claims had been repeated until they lost all meaning. The brand's greatest strength—purity—was getting lost. Consumers could no longer tell which brands were truly pure.
02
Radical Transparency
The Qingmei Future team conducted an in-depth analysis of the psychology behind purchase decisions.
This generation of new parents are ingredient detectives. They are deeply skeptical of marketing claims and put their trust in ingredient lists.
Core insight
The industry was adding more and more to communicate purity. The logic was fundamentally flawed.
"Ingredient Detectives"
Parents have no time to scrutinize every ingredient list. Decisions happen in 0.3 seconds, shaped by the immediate impression a pack creates.
Design Builds Trust
On shelves crowded with information, an immediate visual impression carries more weight than a written promise.
Purity demanded radical transparency. We needed to make it visible through design, giving consumers proof they could see.
03
Brand Positioning Strategy
Purity
Radical Transparency
For
Modern parents who scrutinize ingredients and believe that less is more
INNABABY Is
The only baby food brand where the ingredient list is the product
It delivers
100% what you see is what you get. Pure food. Complete peace of mind.
Because
We stripped away the disguises of packaging and marketing. Our design is our promise.
Brand Tagline
Visible
This
Purity
Purity, Made Visible
04
Brand Identity and Visual System
A Clinical White Design System
We rejected the pastel palettes and cartoon animals that dominate the baby care category. The brand uses a single primary color: clinical white, complemented by the natural colors of the ingredients.
Generous white space is the brand’s defining visual asset. On crowded shelves, this sense of emptiness creates the strongest visual impact.
100% Transparent Packaging
We designed crystal-clear glass jars for the purées, allowing the food’s natural color and texture to become the packaging’s only graphic.
Reversing the Information Hierarchy
We moved the ingredient list from fine print on the back to bold type on the front. The largest, most prominent text on the label is not the brand logo. It reads: “Ingredients: Apples, water.”
Ingredients: Apples, water.
Digital Experiences
The website feels like a food laboratory. Instead of product promotions, the homepage features an ingredient sourcing map and close-up footage of the additive-free production process.
The First Image on Every Product Page
An Ingredient List, in Close-Up
05
A Decisive Win
Shelf Standout
Among the bright colors of the baby care aisle, transparent glass and clinical white create a visual pause that makes the brand instantly recognizable.
Building a Competitive Advantage Through Trust
Putting the ingredient list front and center made a radical statement competitors could not replicate: they were unwilling to give their own ingredients the same prominence.
Sales Growth
In the first year after the rebrand, sales in premium supermarkets grew by 75%, making the brand an unexpected growth leader in its category.
Design That Generates PR
The design won an iF Gold Award. Media hailed the transparent label as “radical honesty in baby food,” generating extensive earned coverage.
