Since 2019, sales of beauty products labelled ‘clean’ have soared in popularity, and – as with all consumer trends, from interiors to fashion design – parental preferences influence the marketplace for children’s products as much as adults’.

Enter Uoga Uoga (which translates to ‘Berry Berry’), a Lithuanian natural beauty and skincare company founded in 2010 that produces mineral-based makeup as well as face, hair and body products. The diffusion line Uoga Uoga Kids is a natural extension for the brand – who doesn’t prefer cleaning their children with clean ingredients?

For kids though this isn’t an exciting USP, and so Uoga Uoga sought to dial up the ‘fun’, enlisting andstudio to transform bath time into playtime. Inspired by this brief, andstudio proceeded to use packaging design to turn the soaps, shampoos, and lotions into veritable toys – a team of bath time friends to comfort and entertain.

In many ways the project is an exercise in demonstrating just how far some googly eyes can go. Termed ‘Uogiai’, the cast of characters includes Ulli, a body oil with vanilla extract giving a playful side-eye; Oga, a protective balm, humorously rolling its eyes; cross-eyed Lilu, a bath foam with lavender and orange oils; and Bobo, a gentle skin protectant. The eyebrows, meanwhile, are crafted from the brand’s existing wordmark, striking the perfect balance of simplicity and fun.

The other distinctive thing about this range is colour, halfway between dark purple and indigo – a ‘berry’ perhaps? It’s an electric hue in line with Coloro’s Midnight Plum and Pantone’s Ultra Violet, which are both coded as inventive and imaginative. ‘Ultra Violet symbolises experimentation and non-conformity, spurring individuals to imagine their unique mark on the world, and push boundaries through creative outlets’, claims Pantone, for example.

As part of andstudio’s work, each package also includes a booklet of reusable stickers, which allows children unlimited opportunities to personalise their ‘Uogiai’ with cowboy hats, bunny ears, cute little fangs or even tears, making every bath time a unique experience characterised by imaginative play. Made with safe, non-toxic materials, they stick easily and remove cleanly, bringing colour and joy to the tub.

While the designs are aesthetically delightful, what’s truly great about this project is the way that andstudio has taken a serious brand for grown-ups and translated it into a successful child-orientated experience with the same ingredients and minimalism of the parent brand.