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InspirationGraphic Design

Childish kicks off its 'design for better purposes' with new identity for plant-based baby food

After 10 years of working for large corporate clients who "don't care about the environment, animals or people", Andy Lester decided to set up his own studio, focusing on helping "purpose-driven startups" and non-profits, all with the aim to "design for better purposes".

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Colourful Mamamade baby food pouches and bowls displaying various purées and porridges in shades of purple, green, yellow and orange on a cream background

Childish Design also gives graduate designers their first experience of live client work through paid freelance opportunities in a bid to end "free" internships. Launched during a pandemic, Andy's firm has already rebranded fiils.co and has worked with the Special Olympics GB. One other project that caught our attention was its brand identity for Mamamade, a plant-based baby food delivery service that was looking to reposition its brand and packaging to fit with the "feeling of community that its brand had come to be known for".

"Not only is the food nutritionally informed, good for the planet and convenient but it also brings together a community of parents giving it their best shot, and not being ashamed to struggle along the way," says Andy. "We worked together to create a new brand identity and packaging design which highlights the health benefits and unites a family of new parents."

Mamamade plant-based baby food packaging and branding displayed with colourful stacked boxes, fabric, bowls and utensils on a cream background

The concept behind the identity was based on the old saying, "it takes a village to raise a child". "But in a world where people don't know their next-door neighbour's name, we wanted to build a new village," adds Andy. That is, a community of like-minded parents open to the struggle and sharing their experiences for the greater good. The brand's strapline, 'We made it', is all about "togetherness as a community on a journey to healthier, happier families," as Andy puts it.

The wordmark design, meanwhile, was based around the idea of support to give a sense of togetherness and warmth within the parent community. "The packaging designs were kept super simple to give the feeling of a methodical, simple journey for parents to follow through the stages of weaning," says Andy. While the colour palette was made "bright and optimistic" but still held a "sense of maturity with the deeper aubergine master brand colour".

Photographer Cara Cormack then used this colour palette to photograph each of the meals to capture the sense of vibrancy and texture of the food.

Yellow bowl shaped like a cat's head filled with red plant-based meatballs, surrounded by fresh tomatoes, parsley and orange slices on a mint green background
Pink Mamamade baby bib with "Oops!" text and decorative details on a cream background
Purple smoothie bowl with yellow cat-shaped rim topped with blueberries and banana slices, surrounded by lemon slices, blueberries and banana pieces on a cream background
Bright pink bowl of Mamamade plant-based baby food with wooden spoon, surrounded by fresh raspberries and banana slices, and a pink blender on a pink background
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