Zwitsal
Moving from routine to rituals of bonding
Reigniting the soft power of early bonds
Created over a century ago by a loving pharmacist for his own baby, Zwitsal became a beloved iconic baby care brand in the Netherlands, woven into Dutch family life for generations. But as new parents increasingly favoured gentler, more natural alternatives, Zwitsal needed a new brand identity system to reconnect with its tender, protective origins and re-engage a generation of parents and babies with the enduring softness and bond that had always been its trademark.
Sector
Consumer Packaged Goods
Health & Wellness
Expertise
Brand Identity
Brand Strategy
Packaging Design
We began with a simple truth: the earliest moments of life matter most. Responsive touch, soothing rituals, and emotional closeness in babyhood lay the foundations for lifelong resilience and attachment. Zwitsal has been a gentle partner in these delicate moments — from the first bath to bedtime routines. Guided by this insight, we took care of every element of the brand to bring back the soft power of early bonds at the heart of Zwitsal.
The yellow became gentler, and the scent lighter yet still familiar. We added smiling eyes to our iconic “Kleintje” — The Little One — to create an immediate sense of connection. This softness flows into the new typeface and signature, a gentle calligraphic “bonding thread” that shapes every illustration.
Design Bridge and Partners is and has been an outstanding partner in the relaunch of our iconic brand. Your work has gone far beyond the aesthetics; you’ve helped us futureproof the brand by translating our positioning into a modern design system. Great strategic thinking, partnership and creative delivery.
Diana van Staalduijnen
Unilever, Baby Category Lead
