Baby and Paediatric Packaging Designer Sydney
Baby and paediatric packaging operates in one of the highest-trust categories in retail. Parents are the primary buyer, and they are time-poor, emotionally engaged, and unforgiving of confusion at point of purchase. In a category built on safety and reassurance, packaging that undermines trust loses the sale.
I'm Luisa Scoppa, a packaging designer based in Sydney with almost 20 years of experience across consumer goods, FMCG, and baby and paediatric categories. I've worked on some of Australia's most recognised baby brands, across retail and pharmacy, at a domestic and global scale.I'm Luisa Scoppa, a food packaging designer based in Sydney with almost 20 years of experience across Australian retail, FMCG, and specialty food. I work directly with brands, without the overhead of an agency, bringing strategic thinking and design expertise from brief to shelf.
This is a category where clarity and consistency are not aspirational — they are commercial requirements. A parent scanning a pharmacy shelf or a baby specialty retailer needs to find the right product, understand the variant, and feel confident in the brand in seconds. That job falls almost entirely to packaging.
What baby and paediatric packaging has to do
Baby packaging has to communicate safety and trust, navigate complex variant and range architecture, meet regulatory requirements across markets, and perform in highly competitive retail environments. For paediatric products sold through pharmacy, the challenge is different again: creating a unified brand presence in a channel where products are often dispersed across multiple aisles and categories.
Love to Dream
Global baby packaging redesign
Love to Dream is one of Australia's most recognised baby sleepwear brands, sold in over 50 countries. Rapid international growth had created complexity across the portfolio: over 50 SKUs in circulation, inconsistent naming conventions across regions, and consumer confusion at point of purchase. The brief was to lead a global packaging overhaul, unifying the system, simplifying navigation for time-poor parents, and introducing a consolidated multilingual approach that could scale across markets. Consolidated 50+ SKUs across 50+ countries into a single unified system, reducing production complexity and making it faster for parents to find the right product at shelf.
Baby Bunting
Retail brand packaging and identity
Baby Bunting is Australia's largest baby specialty retailer. As part of a broader brand refresh, the brief involved developing packaging design and brand guidelines simultaneously, resolving design challenges in real time as the system was built. A complex, fast-moving project that required rigour and flexibility in equal measure.
Bellamy's Organic
Organic baby food packaging redesign
Australia's only certified organic baby food brand had the brand story but the packaging wasn't reflecting it. In a formula category defined by bold, clinical shelf architecture, Bellamy's had become recessive at point of purchase. The brief was a full packaging redesign across the range, spanning formula tins, pouches, cereals, pasta, and snacks, plus art direction across food photography and baby and toddler talent shoots.
Little (Care Pharmaceuticals)
Paediatric range unification across pharmacy
Little is a paediatric healthcare brand sold across multiple pharmacy categories. With 5 SKUs dispersed across separate areas of the pharmacy, the challenge was creating a unified brand design that would build consistency and memorability across the range, regardless of where each product sat in store. As a contractor within the Anthem/SGK group, the work spanned brand identity, packaging design, and range architecture across all categories.
Packaging design and range architecture, brand identity and strategy, variant and line extension design, regulatory artwork and print management, art direction and creative direction, brand guidelines.
Services
If you're launching a baby or paediatric product or refreshing an existing range, get in touch.
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