Little Smiles Baby Food

All work exhibited is my own and written in my 1st year at University.

The challenge: create a trusted baby food brand

Work from 1st Year of University.

Simplicity, Honesty, Joy. The three ingredients in a smile.

There’s something quite wonderful about the organised chaos of meal times, for the nourishment it gives us, in more ways than one. As it's that little moment, that bite to eat, which is often overlooked in the grander scheme of a day. Especially when trying to feed a family can feel like a Herculean task. But, It’s our child’s little smile, covered in all manner of food, which we cherish.

Call us hopeless romantics, but we believe it’s little things which give texture to tapestries, and life it’s laughter.

At Little Smiles Baby Food, we work tirelessly to use three ingredients in everything we do. Those being: Simplicity, Honesty and Joy.

-

Little Smiles Baby Food was made to be a Q4 2019 launch, as directed by a prompt set in September of 2019. Identifying the experience and emotions which resonate with the target market, led to the creation of “Little Smiles Baby Food.” Market research identified a deep mistrust of brands/corporations among young parents, as they endeavour to protect their children. With the demand for simple and honest products, the cohesive message of “simple honest joy” manifests itself in the product’s which all contain three ingredients or less. The product design features a simplistic, playful, and rustic “hand-drawn” design with stick figures and smiles.

It was not lost on me that creating a baby food product meant I would be feeding the future generations, and in 2019, the future of Britain was facing great uncertainty with the looming fears of Brexit. Stepping in where the government could not, the Little Smiles business model was designed to help subsidise the British agricultural and farming industry by exclusively sourcing food goods from the United Kingdom. All products were made to include key British food exports. Not to be confused with a charity, I saw the viability of a young British baby food company to be inextricably linked to the future prosperity of Britain. Furthermore, attune to the demands of young parents, creating a socially conscious brand was essential to success. Therefore, beyond investing in the communities in which the brand operates, Little Smiles refused to use virgin plastic and all packaging would be made recyclable.

Young parents hold an earnest desire to keep their children safe, and increasingly educated and aware consumers make trusted channels of communication invaluable. To overcome this communications challenge an initial marketing and PR phase was set to prioritising the marketing budget to building relationships with Doctors and healthcare professionals. As confidence and trust were developed with organisations and individuals Little Smiles was planning to build off this base with influencers and utilise social media marketing to complement the more conventional initial phase.