fun, safe and trusted

With a distinct brand personality; fun for kids, safe and trusted for mom, Suave prides itself in having a broad range of options for their consumers. The team at Suave Kids engaged Smith Design to contemporize both the baseline brand and the line extension to a “free From” offering, creating a system that kept consistent color segmentation, across the different product lines, the variants (2 in 1, 3 in 1, & Detanglers) while pushing apart through bottle color and graphics.


good clean fun

Leveraging current trends in beauty products, Suave Kids saw the opportunity to introduce a new premium line of hair products that are free from harsh ingredients. Smith explored different conceptual ideas, each tapping into Mom’s desire for a cleaner, purer product. Before the Purely Fun name was established, Smith explored other options such as “Worry Free” and “free From”. The chosen design has a whimsical and friendly typographical approach featuring a smile in the “u” of “Fun” and colorful watercolor treatment that links back to the base Suave Kids line.


fishy characters

Prior to the Purely Fun design challenge, Smith Design had embarked on a mission to contemporize the Suave Kids brand image at shelf and developing proprietary new characters that would resonate with both moms and kids. Pre-design research suggested the existing line was not effectively communicating the brand essence. The ‘fruit-fish’ mash-up characters were taken into research to help guide character development as to what resonated most with moms and their kids.



Disney Licensing

To promote the “Muppets Most Wanted” movie, Suave Kids partnered with Disney to feature an exclusive line of bath wash and hair care products. Smith Design was asked to design promotional packaging that features Kermit, Miss Piggy and other fan favorites! The design system and architecture that we developed for the Suave Kids base line allowed for the licensed characters and “Muppets Most Wanted” logo to pop off pack. Shoppability was not sacrificed nor was the pack made busier by the addition of the promotion.


Great stuff and further elevates Suave Kids from “totally geek to totally chic” overnight. This line will be super fun to showcase to the higher ups and the field…

Suave Kids, Brand Director at Suave Kids

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