Love to Dream
Packaging Refresh
Love to Dream is one of Australia’s most trusted baby sleepwear brands, a market leader stocked in 50+ countries and renowned for its patented arms-up swaddle design. With rapid international growth came complexity: multiple packaging variants in circulation, mixed naming conventions across regions, and consumer confusion around sizing, temperature suitability and product stages.
Love to Dream engaged me to lead a global packaging overhaul to ensure the brand not only looked unified, but was easier and faster for first-time parents to confidently shop.
Clarifying the shopper experience
We began by conducting a comprehensive audit of all packaging currently in market (over 50 SKUs), including global variations, to understand inconsistencies and pain points from both a brand and consumer perspective.
Multiple legacy naming conventions and overlapping ranges had evolved over time, creating confusion across the portfolio, especially for tired, time-poor new parents. It was critical that navigation became effortless and instinctive, not something parents had to “decode”.
I standardised the product naming into a logical, scalable system to support future global growth, and rebuilt the messaging hierarchy so that Stage 1 vs Stage 2, size, season/temperature suitability and the global TOG rating* could be instantly understood at a glance.
*TOG is a universal thermal rating system used globally to indicate a garment’s warmth, a critical purchase factor for sleep safety.
Global variations
Previously, Love to Dream had multiple packaging versions in circulation to meet regional language and compliance requirements which led to duplicated artwork, higher print volumes and inconsistent brand execution.
As part of the refresh, I introduced a consolidated multilingual packaging system that accommodates multiple languages within a single design, reducing the number of individual SKUs needed per market. This streamlined global production and inventory management as well as unifying the brand presence across all regions without compromising regulatory clarity or consumer understanding.
Stage differentiation & brand alignment
Stage 1 (Swaddle) and Stage 2 (Transition) required clearer visual separation, especially for tired new parents shopping in a hurry. We aligned the full packaging system to the updated global colour palette and brand guidelines, ensuring consistency across retail, ecommerce and international rollout.
Alongside the packaging refresh, I developed a streamlined briefing and production system for the internal team to reduce ambiguity, saving time and removing bottlenecks with printers and international markets.
Artwork delivery
A key challenge in global rollout was ensuring colour consistency across multiple offshore printers. Despite shared PMS specifications, output varied significantly between regions due to differing print technologies and material stocks. I led extensive colour testing and proof alignment to calibrate against the updated master palette, ensuring the packaging would feel identical.
A key challenge in global rollout was ensuring colour consistency across multiple offshore printers. Despite shared PMS specifications, output varied significantly between regions due to differing print technologies and material stocks. I led extensive colour testing and proof alignment to calibrate against the updated master palette, ensuring the packaging would feel identical.
Parents can now find the right product faster and with more confidence, reducing confusion at a critical decision moment and reinforcing trust in Love to Dream as a sleep expert.
