Creating a joyful children’s vitamin brand in a category still stuck in the pharmacy aisle.

The challenge

Emillio required a brand that appealed to parents from a commercial perspective while exciting the child as the end user.

What we did

Visual Identity

Packaging Design

Print Design

Brand Strategy

Clichés we rebelled against

UK children’s vitamins are dominated by orange as both a colour and flavour cue, and by licensed-character tie-ins. The category also defaults to standard pharmacy-shelf plastic bottles, positioning vitamins as medicine to be tolerated rather than something a child looks forward to.

The approach

We moved away from both the orange palette and borrowed licensed characters, building original product mascots and a punchier, non-orange colour theme so the brand didn’t need someone else’s IP to feel exciting. Paper tubs replaced the standard plastic bottle, trading the pharmacy cue for something closer to a treat, with the side benefit of a lighter environmental footprint. An on-brand leaflet explaining the science behind each ritual gave the product a story a bottle alone couldn’t tell.