Cussons Baby

Nurturing Asia's young


Cussons Baby is the category leader of baby care products in both Thailand and Indonesia. The brand has a comprehensive range of products that gently care for and protect babies.


The Cussons Baby brand had not been updated in years. Not only did the packaging look tired, but the pack structure was considered to be outdated and the overall brand identity did not reflect the Cussons Baby brand values. Because of this, new competitors had emerged in the both regional markets and were beginning to erode market share from Cussons.


After conducting an extensive audit, client workshops, and a comprehensive research programme, Brand New Day modernised the entire portfolio of Cussons:Baby and made sure it consistently reflected the brand values, extending into the visual identity as well as the pack structure while still staying true to the original messages of the existing packs. As a result, Cussons Baby retained its leadership status and has since regained its position as an expert and true pioneer of the Baby Care category.