Pop the bath time!

The Challenge and the Opportunity
How can we create a new baby care brand within the Chicco world that speaks to a new audience: children aged 6 to 10? The challenge was to address this age group’s growing desire for autonomy while still acknowledging their strong need for care and reassurance. Chicco is a well-known brand for newborns and infants, has a trusted baby care line for ages 0–3, focusing on products that ensure safety, hygiene, and well-being. The opportunity was to extend the brand’s expertise to older children in a way that feels natural, engaging, and age-appropriate.

The Creative Approach and the Solutions
We identified four potential territories/concepts and developed initial sketches for each. These concepts were tested directly with children to create a shortlist of the most appealing directions. The shortlisted concepts were further developed with two reference directions. The winning concept became Chicco Pop: an explosion of colors, shapes, and energy, designed to resonate with kids’ world. We worked with expressive codes beloved by children and tested sketches directly with them, allowing the kids themselves to select the most effective visual directions.

The Results
Chicco Pop created a new universe that follows children beyond the bathroom, becoming a companion throughout their day. The brand offers products that are safe, fun, and engaging, helping children feel independent while still supported—extending Chicco’s trusted care philosophy to a new stage of childhood.