Agency: DEZA
Project leader: Irina Shmidt
Art-director: Jane Djhurinskaya
Strategist: Dasha Erasova
Designer: Elena Ivanova
Project Manager: Marta Bekker
Location: Russia
Project Type: Concept
Packaging Contents: Baby, Health, Children’s stuff, Pacifier

Lubby — brand of children’s goods. The market of children’s goods in Russia and around the world is developing rapidly, changing the portrait of the consumer, his behavior. Modern mothers enjoy life, a new role and themselves in this role. All this requires new approaches from children’s brands to communicate with their audience, including through packaging.

Lubby’s audience is ambitious young mothers who live here and now. They do not sacrifice themselves for the sake of the child, they continue to lead an active life — as their baby and themselves like it. It is important for them that the products for children are not only convenient and safe, but also fashionable. They see motherhood not as a boring daily routine, but as a new cool experience. Therefore, the Lubby brand should not only show the benefits of the product, but also involve moms in the dialogue, demonstrate that he speaks the same language, understands their desires and creates a special, recognizable mood.

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