Baby & Family Branding.
What we do:
Tone of Voice
Brand identity
Packaging Design
Brand Activation
Expert baby & family branding agency.
From newborn care to fearless play, we create brands that grow with every stage of family life. We’ve helped supermarket icons like Little Angels evolve for a new generation, shaped own-brand toys like Dynaforce and Hapello from the ground up, and brought cult brands like My Expert Midwife to the high street.
We know this world is personal, emotional, and often chaotic. That’s why our approach balances insight with empathy, creating family brands that connect with real people and keep evolving with them. Practical and playful, inclusive and intuitive, and built for trust, not just trends.
If you’re ready to build a brand that supports families and earns a place in their everyday lives, we’re here to help.
We know this world is personal, emotional, and often chaotic. That’s why our approach balances insight with empathy, creating family brands that connect with real people and keep evolving with them. Practical and playful, inclusive and intuitive, and built for trust, not just trends.
If you’re ready to build a brand that supports families and earns a place in their everyday lives, we’re here to help.
Our clients.
Designs that deliver.
HAPELLO
Shaping imagination with a brand that grows with every child
Challenge.
Following its separation from Walmart, ASDA needed a new own-brand toy identity that could span multiple categories and age groups. It had to spark joy for kids, feel trustworthy for parents, and flex seamlessly across global supplier networks – all without feeling generic.
Idea.
We built Hapello from the ground up. The brand’s geometric logo and modular design system were inspired by building blocks, nodding to how play fuels imagination and development. A warm, primary colour palette keeps it age-neutral and future-facing, while illustrated characters and playful patterns bring personality to every touchpoint. Crucially, we created practical brand guidelines with global suppliers in mind, making consistency easy no matter who’s applying it.
Impact.
From baby toys to preschool must-haves, Hapello is now a standout in ASDA’s toy portfolio. Its cheerful, cohesive identity is helping the brand build recognition and trust across shelves with a system that’s as scalable as it is smile-inducing.
LITTLE ANGELS
Helping one of Asda’s best-loved baby brands grow up
Challenge.
After six years on shelf, Little Angels needed more than just a refresh. The trusted brand had outgrown its original look, and with products spanning everything from baby food to bath time, a more coherent design architecture was essential. The goal here was to modernise the brand, simplify navigation, and create space to grow.
Idea.
We developed a calm, cohesive identity system that stretches seamlessly across categories, from nappies and skincare to bottles and baby food. Muted tones and soft illustrations bring a sense of warmth and care, while clear labelling and product hierarchy make life easier for tired parents. We also built a full bank of brand illustrations – used everywhere from bibs to bottles – ensuring consistency beyond the pack. The new visual language even made the leap into fashion, with Little Angels now a George clothing range too.
Impact.
Launched in 2023, Little Angels now feels like a unified brand world, not just a product line. It’s calmer, clearer, and designed to grow – just like the families it supports.
DYNAFORCE
Fuelling fearless play with a brand built for action
Challenge.
ASDA needed to replace its former Walmart-owned toy brand with something homegrown, modern, and distinctly its own. The new brand had to appeal to older, more adventurous kids, without leaning too heavily into tired ‘boys-only’ stereotypes. It also had to win over parents, with clarity around features like lights, sounds, and pull-back action that drive purchase.
Idea.
We created the brand name Dynaforce – a confident, high-energy identity built on team spirit, imagination and action. The bold, shield-inspired logo signals strength and collectability, while the inclusive palette and visual world steered clear of dated cues. This was a brand designed to excite kids and reassure parents, remaining playful but never patronising.
Impact.
Dynaforce now anchors ASDA’s toy aisle with serious shelf presence and its own destination retail environment. It’s quickly become a firm favourite with kids and a proud category challenger, proving there’s plenty of power in a little reinvention.
MY EXPERT MIDWIFE
Helping a purpose-led brand grow from cult favourite to category leader
Challenge.
Created by midwives, for women, My Expert Midwife started with a clear purpose but limited reach. Originally sold online, the brand needed to break into retail, strengthen its identity, and build constant momentum in a category with no repeat cycle because, once your pregnancy ends, so does your customer journey. The client asked us to make the brand retail-ready, campaign-capable, and impossible to ignore.
Idea.
We partnered closely with the founders through every stage of growth. From evolving the visual identity and tone of voice to launching high-impact campaigns spanning social media and YouTube. Tackling taboo, sensitive subjects through informative animations and helpful booklets. We even created a secondary identity to launch their midwife-first antenatal classes. Our creative focused on clarity, softness, and trust – with custom photography that heroed sensorial textures and natural ingredients. The result was a brand system that worked as hard on shelf as it did in-feed.
Impact.
My Expert Midwife is now stocked in Boots, John Lewis, and other major retailers, which is a huge step up from its online-only roots. Our work supported them through key growth milestones, helping them stand out in a saturated space and stay relevant with every new wave of expectant parents.
Got a brand challenge?
Whether you are looking to define your brand strategy or need a fresh new identity - let’s solve it together!
We know how to create meaningful brands that connect with audiences and pack a punch.
Drop us a note to hello@our-creative.com and we’ll get back to you soon.
