All goodness, no guilt
Design: The Collaborators
Mia & Ben make fresh pureed fruit and veg for babies, kept in the chilled aisle. They’re a welcome change to standard long-life baby foods gathering dust in the ambient aisle.
When they needed a complete brand, ready to launch in the UK, I knew they had to speak a different language to parents. One that time-poor sleep-deprived mums and dads could connect with. I developed a brand story inspired by the current generation of Instagram parents who share a realistic, funny and honest view on parenting.
As well as supporting parents, there was also a bit of educating to do to explain the HPP process used to keep the food fresh for longer. I wrote a short film which sympathised with the ups and downs of parenting struggles whilst also getting the HPP message across.
I also helped developed a letterbox gift for new subscribers to the website. Inside wasn’t just a pair of cute fruit and veg socks for your little one. As a way of saluting hard-working parents we included a grown-up pair for mum or dad too.
The result is a brand that doesn’t lump more pressure on parents or tell them what to do. Instead Mia & Ben sympathises, eye rolls and laughs with parents on the food splattered, stinky nappy, hilarious journey of parenthood. They have successfully taken pride of place on shelf in Sainsbury’s and on Ocado.