As Babé had started out selling exclusively in pharmacies, we proposed both for the packaging and the brand, a graphic language that balanced the pharmaceutical (scientific) and the cosmetic (stylistic). In addition, it was important to differentiate the brand from connotations of infants that the name inevitably evokes. We therefore used a uppercase font, that built a compact, professional block in which the accent remained included within the text box so that nothing overflowed, everything being contained and defined.