The hardest task, creating brand differentiation, was achieved by turning the product concept, the 7 developmental wonders, into a recognizable icon of a rainbow with 7 colors representing the 7 different elements. The inclusion of the icon on the product packaging was meant to remind parents that this is not merely another toy, but a game with the capacity to propel the development of their child. By doing so, it maximizes the differentiating advantage of Tiny Love – its tremendous contribution to the development of babies all over the world.