DISCOVER – Exploring the category and pushing the boundaries

EXPLORING THE PREGNANCY AISLE
To get a good idea of the competitive landscape, I strolled through the pregnancy aisles at Target and Walgreens. I was surprised by the lack of variety in package design.

EARLY MOODBOARDS
Before entering the concepting phase, I gathered a lot of inspirational source imagery to get a feel for different aesthetic directions.

DEFINE – Creating three concepts

INITIAL CONCEPTS
I developed three visual concepts, each with distinct feel and personality

CONCEPT TESTING
After landing on the first three concepts, we brought them to couples who are trying to conceive and expecting parents to get their thoughts.

ARCHITECT – Laying the foundation for Tandem

BRAND ARCHITECTURE
After Tandem came out on top during concept testing, Gabi worked to further define the brand’s architecture and its position in the category.

STYLE GUIDE
I worked meticulously to create an identity system that incorporates color and typography to display a distinct personality and feel.

DESIGN – Bringing the Tandem to life through packaging

ITERATIONS
I brought brought several different ideas for packaging to my team before deciding on a final style for Tandem.

FINAL DESIGNS
The final designs utilize a gender-neutral color palette and materials that are atypical for the pregnancy category.

Tools: Google Forms, Sketch, Illustrator, Photoshop, Cinema 4D, Google Slides