In a crowded market, even products backed by the strongest name recognition risk getting lost in the mix. That was the challenge that Evenflo faced with SmartSteps™, its line of educational, interactive baby products. By adopting a unique approach to package design, Graphica ensured that SmartSteps remained a step ahead of the competition on retail shelves.

We first developed a logomark that ties SmartSteps™ to the Evenflo brand, yet creates a unique identity for the product line. Whimsical colors and photographs showing “smart combinations” build excitement and energy. But it’s the generous use of white space that makes SmartSteps™ stand out from the sea of busy packaging on retail shelves. The visual relief differentiates SmartSteps™ and makes the product the hero.

To ensure the entire package presents a consistent brand message, Graphica developed concise guidelines for logo use and overall design. The clean, simple packaging allows Evenflo to clearly demonstrate the products’ benefits to the baby while giving the product itself center stage. Free from a cocoon of packaging, the SmartSteps™ products have flown off shelves to inspire the imagination of children across the country.