Winners 2021/ Bronze

Project: Nûby UK Packaging

Client: Nûby UK

Design: DECIDE.

Although birth rates had been steadily declining, Nûby UK’s steriliser range outperformed a bold 20% growth target, increasing volume sales 47% in the year after redesign. 

Baby brand Nûby had ambitions to grow sales of its steriliser, despite a shrinking market in the UK. Briefing agency DECIDE to create a new packaging identity and design hierarchy for the product, Nûby wanted a design system which could be adapted across the new-born range and the brand’s wider portfolio. 

The design solution and its clear graphic architecture provide cohesion across the range, delivering greater shelf-presence and in-store, brand-blocking and merchandising opportunities. Central to this is a speech bubble device, clearly communicating product information to time-stretched new parents in a friendly, helpful brand voice. 

Shoppers can now more easily identify and compare products. This has driven consumer confidence in purchase and in a shrinking market, has helped Nûby maintain listings in its primary retailer Boots.

In the year after redesign, Nûby increased its share of sterilisers to become the second biggest player in the steriliser category. Equipped with a new strategic identity system, the in-house team has been able to apply the design to other ranges and products. This has spearheaded greater consistency across the brand and saved £50,000 in costs.