ABOUT

Concept

A household with a newborn goes through up to ten packs of baby wipes a month – most ending up in landfill, drainage systems, rivers, or released as airborne pollutants through incineration. Mo & Marine was built to change that. The brief to Greatergood® Brands was to build a sustainable baby wipe brand that made the sustainable choice feel like the most joyful, most desirable choice in the fixture – not the responsible compromise.

Execution

The creative foundation came from asking where baby wipes actually go. Three answers – land, seas and oceans, and air – these became the three visual territories the brand inhabits, expressed through a rich nature-led illustration world of coral reefs, seaweed forms, botanicals, and open sky. A confident mid-shade blue advances on shelf in a category of pastels and earth tones. The brand mark tumbles playfully onto the page, with a contrasting ampersand reading simultaneously as seaweed, a floral form, and the universal silhouette of a pregnant mother and child. The strapline – Little Bums Big Ambitions – speaks to parents as the intelligent, slightly exhausted, genuinely caring people they are.

Results

Mo & Marine launched to immediate award recognition noting both the product quality and the category disruptive identity and packaging design. "Our packaging design is one of the first things every customer, buyer or partner comments on." – Katie, Founder, Mo & Marine. The brand launched as proof that sustainability doesn't have to equal compromise.