dCell Reimagines Identity for Piramal Littles’ Childcare Range

dCell, MullenLowe Lintas Group’s specialist design consultancy, has partnered with Piramal Littles to unveil a refreshed identity for the brand’s childcare range. The new identity preserves the brand's trusted legacy while embracing a warm, modern, and emotionally engaging visual language.

Piramal acquired Littles’ in 2015. The brand has a diverse portfolio for childcare products spanning diapers, bath and skin care, feeding essentials and toys. They were looking to reimagine the packaging through a master design system while retaining the deep-rooted familiarity and brand love that was already seeded with their current consumers.

Commenting on the new packaging, 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 the brand’s legacy and its future. Modern yet sensitive, playful yet reassuring, it captures the spirit of care that defines the Littles range of products. Every detail - from typography to illustration - has been carefully crafted to ensure that the packaging stands apart in the marketplace while speaking directly to the hearts of caregivers.

Sharing insights into the design process, Bhumika Shah, executive design director, dCell said, “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 brands 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 harmonising the diverse range of products carrying different propositions and having different packaging formats and structures to look unified under a single brand umbrella.”