Reaching Modern Moms Worldwide
Munchkin Grass Fed
Munchkin, a company known for bottles, bibs, and binkies, was looking for a foothold in the highly-competitive formula business. Their premium grass-fed formula had all the typical talking points: certified organic, DHA, CLA, and other acronyms. But for a successful launch, we couldn’t afford to be typical.
CLIENT
Munchkin
DELIVERABLES
Website and Shopping Experience, Brand Design System
To the End of the Earth, and Back
Moms are more discerning than ever about what they give their babies—they go to the ends of the earth to find healthful, organic products. Munchkin had searched far and wide for the best milk to make their premium formula. We told these echoing stories in a brand positioning statement.
Farm to Bottle
Our differentiator would be our free-roaming, grass-fed New Zealand cows, and the farmers that tended to them. And with the Munchkin facilities only 25 miles from the farms, we were able to punctuate the more nature, less chemistry proof points that moms needed and wanted.
Smart Shopping
We used large and colorful graphics to make it easy to find the right formula for your baby’s lifestage. We also created a subscription-based shopping cart experience.
Drag
Building on Design
Expanding on the Grass Fed packaging labels, we interpreted and expanded the brand design system to include typography, illustrations and a unified visual language for graphics and UI elements.
Illustrations & Animations
Using the Grass Fed cow icon as our base, we set out to design icons and illustrations that shared similar visual weight and that could adapt to digital usages. Each icon would have it’s own animation for added visual interest.
Grass Fed Standard Seal
Munchkin created a standard that didn't yet exist: The Grass Fed Standard that would hold all their farmers accountable. We celebrated this idea and created a seal for the agreement.
Typography
To convey multiple levels of information while keeping an elevated look and feel, we developed a four-tier typographic hierarchy system.
Modern Branding
With clean, real photography and a sophisticated design system, the Munchkin Grass Fed brand is able to position and deliver itself as the modern, premium choice for mums.
