Not just flying a kite!

Concept development for a new infant formula product brand, brand name and packaging destined for export to China.

The androgynous label character is flying a kite. In China, kites are more than just toys; they are symbols of culture. During traditional Chinese festivals, such as Qingming and the Mid-Autumn Festival, kite flying is an important activity. Kites not only represent people’s aspirations for freedom, but also symbolise health and longevity. An icon with considerable charm, a sense of fun, and an on-target brand promise, for a New Zealand-made baby formula destined for the Chinese market.