LITTLE ANGELS

The Challenge.

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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.

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Our Approach.

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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.

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The Impact.

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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.