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.
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.
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.