A new audience,
same brand.
Flomax manufactures air filters and had built a facial filter mask line for adults. Extending it to a kids product meant the packaging could not simply be scaled down, the adult graphics were built to signal filtration performance to an adult buyer, which is not what makes a child want to wear a mask. The constraint was that the new style still had to sit under the same brand identity and shelve beside the adult range as one family. Success meant packaging a child would respond to and a parent would still trust.
Playful inside
fixed rules.
I separated the identity's load-bearing elements from the parts open to interpretation, then pushed hard on the open ones. The fixed elements stayed intact so the pack still read as Flomax at a glance, while the flexible layer, illustration, colour handling, and the energy of the layout, carried the shift toward a younger audience. The balance mattered more than usual here: a mask is only protective if it actually gets worn, so packaging that appeals to a child does real work, but the parent making the purchase still needs the product to read as a filtration product from a manufacturer they trust. The result had to earn attention on a shelf where it sits directly next to its adult counterpart.
One pack, two
people to convince.
Designing for a user and a buyer who want different things from the same object, without fragmenting the product into two, is a judgement I make constantly in digital product work, where the person using an interface and the person deciding to adopt it are rarely the same.
