THE PROBLEM

Paola came to CAPUT with something valuable and rare for a business at her scale: an already defined logo and brand guidelines. She knew who Bebetitos was. The challenge was turning that identity into a system that worked in the real world — retail packaging, digital presence, and an online store that represented the brand with the same coherence the product deserved. Organic personal hygiene products for mothers and babies: a category where trust is everything and design is the first argument.

THE STRATEGIC DECISION

With the base identity as a starting point, the work was system building. We developed the packaging with three simultaneous criteria: communicating the brand’s values — organic, conscious, safe — being competitive on the retail shelf, and being viable for production at the volumes of a growing business. In parallel, we designed and developed the e-commerce as a natural extension of the brand. Not as a generic store with a logo on top — as a purchase experience coherent with what Bebetitos promises.