Little Angels

What we did:

Branding

Packaging design

Brand guidelines

How does a baby brand grow up?

One of Asda’s most loved brands, Little Angels needed to modernise and simplify, to remain relevant in a fast-moving category, appealing to new modern parents.

Challenge.

We’ve been part of the Little Angels journey since 2017, but 6 years later it’s time for a re-fresh. One of Asda’s most loved brands, it needed to modernise and simplify, to remain relevant in a fast-moving category, appealing to a new generation of parents.

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Idea.

To stand up against new challenger brands, our new design needed to take a calmer and sophisticated approach, creating more cross-category synergy, with the flexibility to grow, ensuring the most important claims were prominent and clear.

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Impact.

Our new logo sits on a stylish, modern, muted colour palette, with supporting illustrative scenes that are built for adventures, where babies and toddlers explore and grow with the world around them. For every size of nappy, comes a new milestone represented in the photography. Launching in November 2023, spanning many different products, the new brand feels cohesive across both product and packaging.