Neocate VIS
@ Tatil Design de Ideias
Neocate has been a pioneer in treating food allergies for over 40 years, providing vital nutritional solutions for infants with conditions like Cow’s Milk Allergy (CMA). When the brand sought to redesign its packaging, the challenge was to blend its scientific expertise with the emotional reassurance parents need during sensitive moments.
The creative strategy focused on developing a visual identity that balanced playfulness and precision. Drawing inspiration from the children’s world, exclusive illustrations were crafted based on stacking blocks—a timeless symbol of childhood and nurturing care. These elements were paired with modular geometric shapes to represent the scientific precision behind the formulas, creating a design language that felt both trustworthy and comforting.
Building on Nutricia’s iconic purple, the color system was refined to maintain brand familiarity while enhancing clarity. A simplified visual hierarchy was introduced to make it easier for both parents and healthcare professionals to navigate the product range, ensuring effortless selection of the right formula.
This new packaging system brought Neocate’s values into sharper focus, reinforcing its commitment to both scientific excellence and emotional reassurance. It not only enhances clarity but also invites trust and comfort in moments that matter most.
The creative strategy focused on developing a visual identity that balanced playfulness and precision. Drawing inspiration from the children’s world, exclusive illustrations were crafted based on stacking blocks—a timeless symbol of childhood and nurturing care. These elements were paired with modular geometric shapes to represent the scientific precision behind the formulas, creating a design language that felt both trustworthy and comforting.
Building on Nutricia’s iconic purple, the color system was refined to maintain brand familiarity while enhancing clarity. A simplified visual hierarchy was introduced to make it easier for both parents and healthcare professionals to navigate the product range, ensuring effortless selection of the right formula.
This new packaging system brought Neocate’s values into sharper focus, reinforcing its commitment to both scientific excellence and emotional reassurance. It not only enhances clarity but also invites trust and comfort in moments that matter most.
++ TATIL DESIGN DE IDEIAS
Creative Director
Daniel Souza
Creative Team
Andrea Kulpas, Cesar Gomes, and Mariane Silva
Planning
Evelyn Costa
Production
Emmanuel Zanoni and Valeria Forte
Account Management
Juliana Gattaz and Thaiz Crepaldi
Illustrations
Pict Estudio
Creative Director
Daniel Souza
Creative Team
Andrea Kulpas, Cesar Gomes, and Mariane Silva
Planning
Evelyn Costa
Production
Emmanuel Zanoni and Valeria Forte
Account Management
Juliana Gattaz and Thaiz Crepaldi
Illustrations
Pict Estudio
Daniel Souza © 2025.
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