Tinge for Babies

Halfway through the Tinge brand trajectory, it was decided to simultaneously launch a product line for babies. Destined to grow as an independent sub-brand, yet remain true to its parent, it proved to be an interesting challenge.


A founder’s preference, the team proposed a mascotte in shape of an orca. Its maternal instincts being a particular inspiration.


Of particular note were the materials used in packaging. Glass and rubberwood, signature for Tinge at launch, are not at all suitable for use in a child care environment. A solution was found in sugarcane plastic, a BPA-free, biodegradable material. Unfortunately, transparency (an identifier I had started off with to fully accentuate the naturality of the products’ contents) was not available here, but which I countered by going for graphics-less design.