The work follows Identica’s rebrand of the PIP Organic range last year.
Identica says it developed the designs around the concept of ‘good, fruity fun’.
The consultancy has retained the pip logo window from the parent brand and introduced a series of ‘cheeky’ characters and bright colours.
Identica creative director Sam Stone says, ‘Our aim was to create a playful, slightly mischievous design that would appeal to kids, while simultaneously reassuring parents about the quality of the product.’
Pip Kids is available in three different flavours and is going on-shelf this week.