New Look for Nuby.

Letting the brand speak for itself

DECIDE was asked to redesign the popular Natural Touch ‘Combat Colic’, ‘Reduce Reflux’ and Soothers ranges for leading baby brand, Nuby. This American-owned, multi-award winning baby brand is available in 155 countries worldwide.

We applied our proprietary d3thinking design evaluation tool to help establish the visual equities, colour coding and tone of voice which would be most influential to the decision making of mums with new and young babies.

To optimise disruption at fixture we created a ‘speech bubble’ equity, which visually acts as a beacon in the baby aisle and enables the brand to ‘speak’ to shoppers in a simple, easy to understand tone of voice. This helps the functionality of each product and key benefits to be communicated effectively, with clear colour coding optimising ease of shopper navigation.

Creating a design with a unique voice, which communicates the brand's friendly and trustworthy personality, has proven popular with both retailers and mums, a fact demonstrated with a marked increase in sales.

What we did

  • Creative strategy
  • d3eclipse measurement
  • Name generation
  • Global packaging design
  • Product photography
  • Copywriting
  • In-store POS
  • Structural design
The advantages of nuby
Nuby products in store
Nuby redesigned bottles
Rebranded nuby packaging
Mother feeding baby ,

Insightfully inspired creative in action.


Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014 Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014