Good Start® | Dr. Brown's™ Infant Formulas
How does a classic baby formula brand go from everyday commodity to premium infant nutrition?
Good Start Infant Formulas have always been a classic go-to for parents seeking quality nutrition for their babies. But the brand had become dated, felt more like a commodity, and wasn’t easy to shop. Under new ownership and a new partnership with Dr. Brown’s, Good Start was ready to reposition itself as a premium source of infant nutrition.
Client
Perrigo | Good Start® Dr. Brown’s™
Category
CPG | Infant Formula Powder
Services
Design Strategy
Package Design
Awards
2025 PAC Global Awards Nominee
A Sensitive Refresh
The task was to reposition Good Start as a brand that’s as welcoming as a hug but as trusted as the family doctor, making it easy for parents to choose the right formula for their babies’ sensitive tummies.
The Perfect Window of Opportunity
With Good Start’s acquisition by Perrigo came a collaboration with the feeding experts of Dr. Brown’s, a brand renowned for innovative solutions to infant digestive sensitivities. This gave Good Start a perfect opportunity to move from commodity to trusted, intimate, and comforting partner in nutrition. And amid ongoing formula shortages, the timing couldn’t have been better.
Back to the Basics
We started with the foundations, aligning Good Start’s brand promises, values, personality traits, and voice with current trend-driven consumer understanding. While it was important to bring a new sense of expertise to the brand, it was also critical to retain and expand on equities beneficial to the new objectives.
A Thoughtful Redesign
Good Start’s redesign brings a bit of caregiving magic to the formula aisle. With soft colors and heartwarming imagery, clear communication, and trusted equities, it doesn’t just look trustworthy and welcoming as home, but it’s also incredibly helpful.
The impression starts with the pallet. The colors deliver a soothing and reliable aesthetic, but remain approachable, and never feel sterile. The illustrative style is dynamic and whimsical, yet well-controlled and never chaotic.
A sweet little elephant icon is the star of the show, and they help communicate the benefit of each formula by how they play with a little heart. Whether gas prevention, gentle digestion, or lactose-free, the elephant clearly supports versioning and is scalable to future product innovation.
And always top of mind is the trust that the Dr. Brown’s partnership brings to Good Start, clearly communicated through established technology icons.
Owning the Shelf
Good Start’s formulas stand out from the crowd like a loving pop of color on a cloudy day, both on shelf and online. The formula aisle tends to be a sea of sameness, but the new design skillfully creates a strong brand-blocked shelf set for maximum breakthrough and benefit communication.
Early Results
Since the rebrand, the feedback has been nothing short of delightful! Thanks to our trusty little elephant, parents love how easy it is to find the right formula, and retailers have embraced the design for its thoughtful appeal. The early results are positive, and with increased shelf presence and parent engagement, the redesign holds high promise.
