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Brief: Gift boxes of competitive brands were all alike. Hence the task at hand was to add value to the Johnson's baby gift box in order to make it stand apart and a preferred choice of the gifter and the user. Idea:A booklet as a give away with the gift box named, my babypedia, which tells you everything you need to know about your baby. Because loving your baby is not only an art, but also a science. Along with this it also makes it possible for mothers to record their babies' growth milestones every month. On a brand level, it positioned Johnson's baby as a baby care expert.