Tummies — Highly Regulated Infant Nutrition Category
In a category shaped by strict regulations and high parental expectations, every decision must balance emotional connection with credibility, clarity, and compliance.
Tummies was developed as a new infant nutrition brand for Al-Dawaa Pharmacies, designed to feel approachable and human while operating within the rigid boundaries of the category.
- Client
- Al-Dawaa Pharmacies
- Brand
- Tummies
- Sector
- Infant Nutrition · FMCG
- Markets
- Regional · International
- Scope
- Brand strategy · naming · visual identity · brand book · packaging design · digital campaign assets
- Formats
- Packaging · digital · brand communication
The infant nutrition market is visually and verbally saturated with similar category codes
The infant nutrition market is visually and verbally saturated with similar category codes — clinical tones, repetitive color palettes, and highly regulated communication.
The challenge was to create a brand that would stand out while still communicating safety, trust, and quality. An additional complexity emerged as the portfolio expanded. Products for older children required clear differentiation from infant products to avoid regulatory risks and consumer confusion, making the architecture of the brand system just as important as the design itself.
Building a scalable brand for growing nutritional needs
From strategic naming to a flexible visual identity, Tummies was designed as a cohesive brand system that grows alongside its product portfolio while remaining clear, approachable, and easy for parents to navigate.
Strategic Naming
The naming process explored both technical and emotional directions before arriving at Tummies—a name that immediately evokes digestive comfort, reflects parents' priorities, and naturally complements the established Toddies brand ecosystem.
Illustration-Led Identity
The visual identity replaced traditional medical aesthetics with a warm illustration system featuring animal characters from the Toddies universe, creating stronger emotional engagement and a recognizable brand language.
Scalable Design System
As the portfolio expanded from cow milk to goat milk products, the identity evolved with new characters and visual cues while maintaining consistency across all product variants.
Clear Portfolio Architecture
The introduction of Tummies Kids established a distinct subcategory with its own naming, communication style, and visual differentiation, helping parents easily identify products for older children while preserving the integrity of the core infant nutrition range.
Designed for long-term growth.
The identity framework allows new products to enter the portfolio naturally while preserving recognition and coherence across markets and formats.
Brandbook
Brand family
Packaging
Digital
By combining regulatory awareness with emotional accessibility, the brand established a recognizable presence in a highly demanding category.