After new parents Tom and Kate struggled to find nutritious baby food, they realised most parents were unaware of the nutritional requirements for their babies. Noticing this gap in the market, the two decided to steer a business toward wholesome, nutritious products that give babies a boost. Toolbox were approached to create an identity that would reflect their customers and mission.
The final identity is simple and straightforward, with a quirky secondary brand led by a happy baby face, and the tagline ‘crafted for babies’. The Baby Boosters brand uses welcoming, friendly language as to not overwhelm parents. This, paired with a colour palette of soft pastel hues (indicative of early learning and nutriment) contained within simplified textures and shapes makes for strong brand recognition across all applications.