Elmwood creates Morrisons’ Little Big baby range

Elmwood has designed the branding and packaging for Morrisons’ new baby range, Little Big.

Little Big Logo
Little Big Logo

The Little Big range includes baby accessories, cotton wool, toiletries, nappies and wipes.

The consultancy, which began work on the project in May last year, looked to create designs that appeal to second time parents on ‘an emotional and functional level’, it says.

The Little Big name was chosen to create the idea of shared experiences between parent and baby.

Little Big Bottles
Little Big Bottles

The branding uses an elephant illustration, chosen for its maternal connotations and the idea that elephants ‘would never forget the little things’.

Photography is used on the nappy range to aid product navigation and ‘communicate the idea of every day experiences’, says Elmwood.

Little Big Range
Little Big Range

Rob Skelly, Elmwood’s lead designer on the project, says, ‘The photography style has an editorial feel that is bright and natural, capturing the genuine interaction of parent and child.’

He adds, ‘Softer colourways were used to reassure parent that the products themselves were gentle and formulated to be soft on babies’ skin. This contrasted well with the brighter colour ways to ensure shelf standout.’

The branding is shown across all packaging, point of sale materials and online.

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  • Agnieszka Szuba November 30, -0001 at 12:00 am

    Well the logo is lovely, eimple and will work. I am sure Morrisons’ paid a lot for that work. What seems to be missing here is originality. Go on any website with stock logos… Brands of the World for example, and you will find the same quality concepts and logos for almost nothing. I think the point to hire an agency is to achieve much more elaborate strategy and visual effect. Lovely to look at but nothing exceptional and definitely will not stand out from the crowd. Sorry Elmwood, I expected more from you.

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