Soft Shield: The La Roche Kids System

What if protection didn’t just look playful but felt profoundly serious?
Marklinica reimagined La Roche-Posay Kids not as another skincare line, but as a visual promise of care where dermatology meets design, and safety speaks before product.

The Challenge
La Roche-Posay already owned clinical trust.
What the kids’ range lacked was emotional approachability.
How do you make high-performance skincare feel friendly to children without turning cartoonish?
And how do you reassure parents without falling into sterile medical coldness?
The brief demanded a rare balance:
Design that invites children through joy, while affirming efficacy through structure.

The Idea
Reframe every tube, cap, and label as a micro-shield a tactile metaphor for protection and purpose.
A design system where science meets softness, and every pack reflects both care and proof.

The Solution
Color Logic
Sun-washed orange for vitality and warmth
Pure white for clarity and calm
Clinical navy for trust and depth

Typography
Bold, confident, clinically precise.
Crafted for instant legibility, from pharmacy shelf to beach bag.

Mascots and Iconography
Motion-led characters express curiosity and empathy.
No gimmicks, just intelligent, expressive function.
Each mascot guides the eye, softens the science, and suggests care in motion.

Layout System
Modular grids built for print, mobile, and digital.
Balanced space, clinical rhythm, and scalability across SKUs and formats.

Motion Thinking
Subtle transitions and visual gestures that reinforce trust over noise.

Art Direction
We stripped away clichés no glossy beaches, no exaggerated smiles.
Instead, we captured truth in motion.
Children in authentic play.
Soft shadows, diffused sunlight.
Products that feel tactile, composed, and calm.
Each frame earns trust through restraint, not spectacle.

The Result
From hospital corridors to playground corners,
from pharmacy shelves to stroller bags,

Marklinica didn’t just design sunscreen.
It designed a visual language of trust one that children reach for without hesitation, and parents trust without question.