Infany is a new brand on the Russian market of powder infant formulae. The main objective was to build a visual style around the feelings of a young mother, to focus on emotions and impressions, rather than on reasoning and instructions The design concept revolves around hugs. Stylized hands reaching out to a loved one evoke a sense of warmth and care — feelings that are never superfluous. Every mother will recognize familiar and emotionally resonant symbols, making it easier and more comfortable for her to make a decision. We have left only the most important things on the packaging, conveying complex scientific terms in a simple and accessible way.