Packaging and Digital: Cheryl Orsini for Nutura Organic

Cheryl Orsini created a series of playful, chronological scenes depicting a village of people and multiple generations of family supporting you as your baby grows.

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Nutura Organic

Design: Playground Studio, Melbourne

Nutura Organic is a range of Australian made infant and toddler formulas is sold across Australia and Asia and it was important that the illustrations captured the charm of an Australian childhood.

Anchored by the Creative Direction from PLAYGROUND Studio, the brand concept of ‘it takes a village to raise a child’ and positioning Nutura as a key part of a parent’s ‘village’, celebrated Australian children’s book illustrator Cheryl Orsini was commissioned to help visually articulate Nutura’s richly layered and colourful village for an entirely fresh packaging aesthetic.

The illustrations were created in photoshop in layers allowing for animation and for characters to be extracted from the scenes. This has allowed for additional applications including brand extensions using the same art work, layered over photography and type to create interaction and a connection between the illustrated tins and the digital presence and loyalty programs of the brand in a fun and engaging way.