Bronze Packaging Design · 2022
Siela Cosmetic Packaging
- A' Design Award 2022 Bronze Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Sot B&d
- Estimated Number of Design Views: 15,769
- Verification code 5FE0211F04 · Verify this award
About Siela Cosmetic Packaging
Siela is a packaging design for a line of children's cosmetics. The design uses a white plastic tube of 75 ml, decorated by screen and pad printing. Stylized illustrations are placed at the center of the design, and a single character appears in different places and situations across the line. Color coding helps buyers tell the products apart. Text is reduced to a minimum, so the right product can be recognized quickly on the shelf. The white surface keeps the illustrations clear and easy to see.
Press Kit
- Unique Properties
- The solution was to develop illustrations, which are now central to the design. The designer created a story for the product, placing the character at the center of the brand identity and making it an essential element of brand communication. The story is translated through the packaging design. The character of the created stories gets into different places and situations. Color coding was also added to help distinguish the products in the line.
- Dimensions & Packaging
- Plastic tube cream bottle 75 ml. White color
- Tags
- Cosmetics packaging, Baby cosmetics packaging, Illustration, Kids cosmetics
- Production Technology
- Screen and pad printing method
- Design Challenge
- Mothers, the main buyers of products for babies, usually do not have free time to look at jars, bottles and boxes for a long time, so they need to recognize the right product at a glance. Therefore, illustrative material became the main key for the design, as the text load was reduced to a minimum.
- Project Duration
- This project started in March 2021 and finished in 2022 January in Kyiv. Ukraine
- Operation Flow
- The designer wanted to create something more appealing to children as well as more reliable for moms, hence the strict, consistent design theme that gives much more than just information and an outstanding look on the shelf. The designer intentionally avoided modern trends such as kraft paper, neutral tones and earthy colors. The white tube packaging chosen provides a blank slate for stylized illustrations to tell the brand's quirky story and stand out on the shelf.
- Research
- The packaging of Siela Cosmetic cosmetics for children was created in accordance with international quality standards, designed for the gentle care of babies. One of the designer's tasks was to create a corporate style for the entire line of cosmetic products, which would allow them to stand out on the shelves in shopping centers and make it more convenient and faster for customers to find them.
- Inspiration
- Ukrainian brand Siela Cosmetic has a proven reputation as a manufacturer of natural and effective products. The company's developments consist of natural first-rate raw materials. Therefore, they do not cause allergic reactions, guarantee users proper care, and, in addition, meet high European standards. At the beginning of 2021, they were going to expand the line of children's cosmetics for the youngest and saw an opportunity to improve the effectiveness of the packaging.
Colors of Siela Cosmetic Packaging
Grand Interview about Siela Cosmetic Packaging
The character-driven narrative was developed to create a relatable and engaging experience for both children and parents. Each package features a unique illustration of a child enjoying everyday activities—like swinging, fishing, or playing in the rain—that align with the cream’s specific purpose, such as soothing, moisturizing, or protecting. These cheerful, hand-drawn illustrations were designed to evoke warmth, care, and trust, reflecting the gentle nature of the product. By combining storytelling with functionality, the design creates a strong emotional connection, making the packaging both memorable and appealing to the target audience."
The decision to use white tube packaging was inspired by the desire to create a clean, timeless backdrop that emphasizes the playful and colorful illustrations. By avoiding trends like kraft paper and earthy tones, we ensured the focus remained on the vibrant storytelling and the brand's joyful, child-friendly identity. The white background also reinforces a sense of purity and safety, qualities essential for children’s skincare products, while providing a versatile canvas that allows the stylized illustrations to pop and engage both parents and children effectively.
To balance individual product identity with brand unity, we established a consistent design framework that tied all products together while allowing each to stand out. The framework included a unified layout, typography, and color palette to maintain brand recognition. For individual identity, each product featured a unique storyline illustrated through a child engaging in activities that reflect the product’s purpose—like calming moments for the soothing cream or outdoor adventures for the protective cream. These illustrations were carefully designed to share a similar artistic style, ensuring cohesion across the range while giving each product its own distinct personality.
We approached this challenge by blending the whimsical charm of children’s book illustrations with a clean and professional design aesthetic. The hand-drawn characters and soft color palette evoke a sense of playfulness and warmth, appealing to children, while the clear labeling, structured layout, and premium finish address parents' concerns about safety and quality. Every element, from the illustrations to the choice of materials, was carefully vetted to meet European regulatory standards, ensuring that the designs communicate trustworthiness and reliability while still sparking joy and imagination."
The minimalist approach to text was driven by the need for quick recognition, particularly for busy mothers managing multiple tasks. We prioritized essential information, such as the product's purpose and age suitability, using bold and clear typography to make it instantly legible. The emphasis on visual storytelling evolved as a way to communicate the product's function intuitively—each playful illustration directly reflects the product's use, like calming or protecting. This combination of minimal text and engaging visuals ensures that mothers can easily identify the right product at a glance, even in a busy setting, while maintaining a friendly and approachable design
The creative process began with defining the core personality of the character—a playful, curious, and relatable child that embodies the brand's warmth and care. Once this foundation was set, we designed scenarios that aligned with the specific function of each product, such as soothing for bedtime or protecting during outdoor play.To maintain consistency, the character's features, proportions, and illustration style remained the same across all designs, while the activities and settings varied to reflect the unique benefits of each cream. This approach ensured a cohesive visual identity while making each product distinct and engaging for the audience.
The local context and cultural elements played a significant role in shaping the design of Siela Cosmetic Packaging. We drew inspiration from the warmth and resilience of Ukrainian family values, reflecting a nurturing and protective spirit in the illustrations and overall design. The hand-drawn style and storytelling approach were influenced by traditional Ukrainian children’s books, creating a sense of nostalgia and familiarity for parents.Additionally, the bright, cheerful imagery and themes of outdoor play, exploration, and comfort were chosen to resonate with the everyday lives and aspirations of Ukrainian families, while also creating a universally appealing design that could transcend borders.
The color coding system was carefully selected to enhance both storytelling and usability. Each product was assigned a distinct color that reflected its purpose and emotional tone—soft purple for the calming cream, vibrant yellow for energizing hydration, and cool blue for soothing protection. These colors were chosen not only for their psychological associations but also for their ability to create a clear visual distinction between products.The colors were implemented consistently across the packaging, appearing in both the text accents and the background elements of the illustrations. This approach allowed users, especially busy parents, to quickly identify the right product at a glance, while also reinforcing the storytelling by aligning each color with the mood and activity depicted in the illustration
The success of Siela Cosmetic Packaging highlights the power of narrative-driven design in building emotional connections with both children and parents. I envision this approach influencing future children’s product packaging by encouraging brands to move beyond static designs and embrace storytelling as a central element.Illustrations and scenarios that reflect everyday life or spark imagination will become increasingly important in creating relatable and engaging packaging. Additionally, this approach can deepen brand loyalty by making the packaging not just functional but also a source of joy and trust, ultimately setting a new standard for meaningful and memorable brand communication in the children’s market.
Screen and pad printing methods heavily influenced our illustration style and overall design choices to ensure clarity and precision in the final execution. The illustrations were designed with bold, clean lines and simplified details to maintain their integrity during printing, as these techniques work best with well-defined graphics.Color choices were carefully calibrated to ensure vibrancy and consistency, given the limitations of layering in these printing methods. We also optimized the layout and spacing to avoid misalignment or bleeding, particularly around intricate areas like the character illustrations and text. These considerations allowed us to achieve a high-quality, professional finish while preserving the playful and engaging aesthetic of the packaging.