Mumbai: dCell, MullenLowe Lintas Group’s specialist design consultancy, has partnered with Piramal Littles to unveil a refreshed brand identity for its childcare range. The new design preserves Littles’ trusted legacy while embracing a warm, modern, and emotionally engaging visual language.
Piramal acquired Littles in 2015, building a diverse portfolio of products including diapers, bath and skin care, feeding essentials, and toys. The refreshed identity reimagines the packaging through a master design system, balancing brand familiarity with a unified yet distinctive look across categories.
Shashank H. Golani, Senior General Manager – Marketing at Piramal Littles, said, “dCell expertly balanced the challenge of unifying our diverse range – from diapers to toys to baby care – under one brand look, while ensuring each category and tier retained its own identity. Their keen understanding of category nuances and consumer shopping behaviour made our packaging both intuitive and distinctive.”
The reimagined identity strikes a balance between modernity and sensitivity, playfulness and reassurance, while staying true to the brand’s core promise of care. From typography to illustration, every detail has been carefully designed to strengthen shelf presence and consumer connection.
Bhumika Shah, Executive Design Director, dCell, added, “Our core design was born out of the idea of an embrace. The pack’s architecture that formed the design system across all products was a nod to the mother and child bond represented by curves juxtaposed on each other to form a graphic that came together from the two ends of the pack.”
“We elevated the brand’s imagery by establishing a unique illustration style for their premium products and handwritten type that fosters a human connection. The iconography was custom designed for the brand and lent a sense of expertise and elegance to the range. The greatest challenge was harmonizing the diverse range of products carrying different propositions and having different packaging formats and structures to look unified under a single brand umbrella.”
