初甜 / Chuwe

婴幼儿水果辅食品牌“初甜”。它聚焦6—12月龄宝宝第一次添加水果辅食的场景，主要解决新手父母对月龄、配方和甜味来源的选择焦虑。我们提出“第一口自然甜”的定位，通过明确的月龄与品类信息、高识别度的水果插画和不同口味的SKU色彩系统，让包装同时具备母婴产品的安全感和水果产品的食欲感。

Chuwe is a fruit-based complementary food brand focused on babies aged 6–12 months taking their first taste of fruit. The project addresses new parents’ uncertainty about age suitability, ingredients and the source of sweetness. ALAN DESIGN developed the positioning “The First Taste of Natural Sweetness,” supported by clear age and category information, recognisable fruit illustrations and a colour-coded system for flavour variants. The packaging brings together the reassurance expected of baby products and the appetising appeal of fresh fruit.