The new strategic positioning of the Milupa baby range is based on the principle of “kindness is power”. With this in mind, we wanted to find a solution that engages the consumer on an emotional level, reassuring them that Milupa is a brand that is in tune with their needs. We developed an illustrative typeface with an optimistic & straightforward design; the result being a lovingly passionate look that will stand out from the ‘sea of sameness’ within the category.