Case Study: Gerber
Packaging
Professor David Wolske
CHALLENGE
For this project, I was tasked with redesigning Gerber’s packaging system by focusing on three key elements: aesthetics, user experience, and sustainability. My ultimate goal was to create a distinctive and engaging user experience that not only sets the Gerber brand apart from its competitors but also communicates a sense of warmth and approachability through the new packaging design
RESEARCH
During my research, I found that Gerber's shift to plastic jars was driven by a commitment to accessibility and their mission to provide "Baby’s Best Start." While the quality of the food remained unchanged, the plastic packaging allowed the company to maintain an affordable price point for parents. However, the current design lacks resealable lids, which undermines both sustainability and convenience for consumers.
PRODUCT REDESIGN
By incorporating the rounded typeface FatFrank and custom doodle-style fruit illustrations, I developed a design that feels more approachable and inviting on store shelves. While retaining the plastic jar for affordability, I introduced a resealable lid to enhance functionality and encourage reuse, adding both convenience and sustainability to the packaging.
BRAND EXTENSION
To further enhance the brand’s accessibility, I designed a monthly subscription box to be delivered on each of the child’s monthly birthday. Each box features a curated selection of Gerber products tailored to the baby’s current stage of development—including age-appropriate toys, clothing, and foods. The packaging is brought to life with vibrant, custom doodle-style illustrations that capture the joy and excitement of each new delivery and birthday celebration.
RESULTS
The final brand design delivers a more accessible and engaging experience by emphasizing reusability, playful typography, and custom illustrations. Gerber now presents itself as a joyful, supportive brand—eager to celebrate each step of a child’s development and to be a trusted companion in the parent-child journey.