Interview about Siela Cosmetic Packaging, winner of the A' Packaging Design Award 2022
The designer was commissioned to create the packaging of a children's line of 5 products for Siela Cosmetic. The overall look of the brand was created with the help of charming drawings. A storyline was created for each product and a design system was developed that tells that story for the entire product line, At the same time, the illustrative style reflects the nature of children's books and emphasizes the reputation of the brand.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe 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.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
