Kendamil Milk Formula
Kendamil is a UK-based baby milk formula brand known for its clean formulation using whole milk with no palm oil and no fish oil. It is also trusted by the British royal family. We decided to bring this milk formula into the Singapore market as we think it is a really good product that can benefit Singapore parents and their children.
The Singapore baby formula market is highly saturated and tightly regulated. Under SIFECS guidelines, Stage 1 and 2 formula cannot be actively promoted, leaving new entrants to the market with limited opportunities to enter in a parent’s journey.
The Challenge
The baby formula category is highly competitive and brand-loyal
Regulatory restrictions under SIFECS limit marketing of Stage 1 and 2 milk
New entrants can only actively promote Stage 3 toddler milk, despite parents typically committing to a brand when their child is an infant (Stage 1 formula milk)
The challenge was to establish Kendamil’s credibility and desirability in Singapore without relying on traditional early-stage product promotion.
Rather than pushing product claims, the campaign focused on values, education, and trust. We use design and storytelling to create familiarity and relatability before conversion.
Strategic considerations:
Positioning Kendamil as a values-driven brand, not just a milk formula
Use content and education to establish credibility within regulatory limits
Extend the brand beyond formula into everyday feeding moments
Activate both digital and physical touchpoints to build trust over time
This allowed Kendamil to build brand familiarity and value alignment rather than direct product selling.
KendaBites Content Series
To extend the brand beyond formula, I conceptualised KendaBites—a recipe-based content series using Kendamil milk and cereals to create baby-friendly meals. This positioned Kendamil as part of daily feeding routines, provided value-driven, shareable content for parents as well as enabled compliant storytelling without direct formula promotion.
KOLs Collaboration
I worked closely with parent KOLs, from nano to macro influencers, across Singapore to co-create content and host livestreams focused on feeding, parenting routines, and everyday experiences with Kendamil products. They help to build credibility through trusted parent voices. It also creates a two-way engagement via livestream formats, translating brand values into lived experiences.
#KendaJourney
We developed #KendaJourney, a social campaign inviting parent KOLs to share their personal parenting experiences with Kendamil, focusing on real stories rather than product claims. The campaign also encouraged Kendamil customers to participate by sharing their own journeys for a chance to win prizes.
#KendaJourney aimed to:
Humanise the brand through lived experiences
Foster community and two-way engagement
Generate authentic UGC at scale
Strengthen brand trust within regulatory boundaries
To further extend the campaign beyond social posts and livestreams, I designed some downloadable phone wallpapers featuring playful illustrations of Kendamil products.
The wallpapers:
Offered a low-commitment way for parents to engage with the brand
Reinforced brand recall through everyday use
Used soft, friendly illustration styles aligned with the campaign’s visual language
Functioned as shareable assets, encouraging organic sharing
These downloadables provide parents with a tangible, personal way to connect with the brand outside traditional marketing touchpoints.
To support offline engagement, I designed the Kendamil baby fair booth and worked with the contractors The Vine and Design, translating the brand’s digital visual language into a physical space.
Design considerations:
High visibility and brand recognition, emphasising that we are the only milk formula that uses full cream milk
Clear product tasting zone
Warm and welcoming environment for families
Creative and Marketing Lead: Huiyi Chang
SEO: The Pinnacle Creative
KOL Photos and Videos: sherlynchanwp, ashlie02, koyourichan