Lifeable Kids Redesign

This project focused on redesigning the packaging illustration for Lifeable Kids Calcium Magnesium + Vitamin D3 Gummies. As a school project, the goal was to create a compelling visual identity that appeals to both children and their caregivers. The final design needed to reflect the product’s playful nature while communicating health benefits in a trustworthy and visually engaging way.

Target Audience

Children aged 2+ and their caregivers

Problem

I felt the original packaging didn’t quite capture the joyful, energetic spirit that should come with a kids’ health product. It looked generic and didn’t speak to children in a fun or engaging way. I believe illustration is a powerful tool to tell stories and spark imagination, and in this case, it was a missed opportunity to connect emotionally with both kids and their caregivers.

Solution

I wanted the new packaging to feel imaginative, playful, and kid-friendly. Something that would make a child smile and a parent feel confident. So I created custom illustrations with whimsical characters and a soft, welcoming color palette to bring that vision to life. Every detail was intentional, I aim to balance fun and reassurance while making health feel like a natural part of everyday play.

Process

• Research: Explored the brand, target market, and competitors

• Concept Development: Created mood boards and thumbnail sketches to explore different directions

• Color Exploration: Produced value and color comps to define mood and contrast

• Final Illustration: Designed a wrap-around label (3” x 7”) with a clear front panel, balanced composition, and friendly characters that embody strength and vitality

Initial Thumbnail Sketches

I started by loosely sketching different layout ideas and character placements to find a composition that felt playful and full of life. During this stage, I explored concepts like a giraffe and children stacking on each other to visually represent support, strength, and growth — aligning with the product’s benefits for bone and muscle development.

I chose the concept of children stacking on each other as key benefits of this supplement. It felt like a natural way to communicate both the product function and the joyful energy of childhood.

Value & Color Comps

At this stage, I explored different color palettes to find the right balance between vibrancy and trust. While the feedback leaned toward a vibrant green option for its organic feel, I ultimately chose color option 2, a calmer palette that still felt fresh but aligned more closely with the gentle, approachable tone I wanted for the brand.

Final Packaging Illustration

Bringing everything together, I refined the characters and environment into a cohesive, polished label design. I paid close attention to balance, color harmony, and detail to make the final piece feel both imaginative and clear. The goal was to create something that looks joyful and engaging while communicating trust and care; the kind of packaging I’d be drawn to if I were a parent shopping for my child.