Nature’s best
for little humans.
GAIA Natural Kids is a fun, natural and colourful skincare range made for little adventurers aged two to eight. Gentle, naturally derived formulas keep growing skin comfy and cared for, from after play clean ups to everyday freshen ups, all proudly made in Australia.
The range is rooted in GAIA's signature warmth and care, but built as its own thing entirely, playful and bright where the adult range is considered and quiet, while never straying from the natural, Australian made values the wider GAIA brand is known for.
Brand StoryScopeWe partnered with GAIA to extend their trusted skincare brand into a new kids' range, covering brand strategy, visual identity, website design, packaging, copywriting and tagline creation, and social media design.
Brand Strategy
Brand Identity
Website Design
Packaging Design
Copywriting / Tagline Creation
Social Media Design
Print & Digital Collateral
IndustryFMCG/Consumer Goods
LocationMelbourne, VIC, Australia
The brief was to stand out while staying true to GAIA. That meant finding a visual language that could feel genuinely playful and childlike, without losing the trust and simplicity that make parents choose GAIA in the first place.
We leaned into The Caregiver and The Innocent brand archetypes to shape a visual identity that feels warm, approachable and timeless, rather than chasing a trend that would date quickly on shelf.
Our ApproachA thoughtfully curated colour palette, modern yet minimal typography and charming illustrative elements were chosen specifically for adaptability, built to still feel right in five years, not just five months. Every element works together to reflect the ease and effortlessness GAIA brings to families, fostering trust while sparking a bit of joy along the way.
The system extends cleanly from packaging through to the website and social media design, so the range reads as unmistakably GAIA at every touchpoint, just dialled up for a younger, more playful audience.
Design Rationale★★★★★
“Hayley has been an absolute pleasure to work with across our brand portfolio. Communication is always easy and open, and trust her skills with creativity and concepts while staying perfectly aligned with our brand guidelines. She’s also adaptable and quick to jump in with last-minute tasks and she will often suggest brand opportunities to re develop and extend on.”
– Catherine P. / Brand manager at NP Brands