How We Created the Packaging for Uoga Uoga Kids: A Design Story

In 2022, we rebranded Uoga Uoga, and it went incredibly well. So, when they came back for a refresh of their kids’ line, the bar was set high. They had already given it a go in-house, coming up with some cute illustrations that I liked. However, deep down, we all knew it wasn’t enough. Uoga Uoga expected more from us, and, honestly, so did we.

After some workshops, few points became clear - our target audience were parents and the brand needed to be scalable across Europe. From our past experiences, we learned that labeling something as “natural” will not magically build a brand. Finally, there also were packaging restrictions: we were limited to just two or three colors, standard bottles, and no customizations. Budget? Let’s just say it was… modest.

The core team consisted of me, Kamile—our incredibly talented designer with excellent illustration skills—and our project manager Rugile who kept us all grounded. I remember our first collaboration with Uoga Uoga in 2021, right after I became a father. In fact, I was reviewing some design feedback while still at the hospital (fun times!). By the time we began the Uoga Uoga Kids project, my daughter Ona was two years old and she hated bath time.

During the early stages of concepting, I had one of those “parent fails” that inspired the whole Uoga Uoga Kids direction. Imagine: evening, it’s only me and Ona and we are on a mission called bath time. She wasn’t thrilled, but we managed to get in the tub. So far, so good until… oh no, I forgot her bath toys! Stuck in a stressful situation, I had nothing to distract her, but, somehow, we got through it. Though I did come out of the bath just as stressed as Ona.

That moment struck a chord with me. Back at the office, I sat down with Kamile, and we started researching. We found countless shampoo bottles with cartoon eyes which were cute, but not groundbreaking. We needed something fresh.

With time running short, we decided to go all-in on a single concept: a character-driven bottle. Nervous - but hopeful - we presented it to the client. Fortunately, they loved it. After engaging discussions about their own kids and their love for collecting, we were ready for the next phase.

The breakthrough came when we identified three key insights:

1. Not all kids enjoy playing with character toys.
2. It’s a challenge to keep them entertained for long.
3. Kids love to collect things.

That’s when it hit us: stickers! Why not make the bottle customizable, like a mini Mr. Potato Head? Kamile worked her magic with the illustrations, focusing on creating unique eyes. After some feedback, the client raised a concern that the eyes looked a bit like… well, boobs. We had a laugh, but decided to keep them as they were. We always explore every option, show them transparently to the client, and have a discussion. Most of the time, our recommendation wins over the trust.

Fast forward to launch: Uoga Uoga Kids hit the shelves, and the response was phenomenal. The stock sold out in the first week due to overwhelming demand. Kids started drawing their own characters and sending them in. It worked.

And that’s the magic of design. It’s not just about the final product; it’s about the process. It’s about the moments—both good and challenging—that lead to something truly special. This wasn’t something AI could create. It required the right people, in the right place, at the right time.