• Identity
  • Art Direction
  • Digital
  • Packaging
  • Print

Having a baby can be chaotic, with a million and one things to organise before the ‘big day’. We were approached by Sarah Cole, with an idea to create a curated bag service with everything a mother-to-be and her bub would need for their hospital stay. We established the naming, positioning and communications strategy for the business.

Touching on nostalgic quips ‘bun in the oven’ and ‘bundle of joy’, we expanded the soft lingual tone in developing the name Bundle to capture a sense of softness – a moment of tranquility and security amongst the frenzy of pregnancy and birth - whilst directly referencing the nature of the product.

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A playful ‘buttoned up’ B insignia grew from the brand marque, capturing the nature of bundling a heap of things into a bag.

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