Tesco came to us with the challenge to create a new brand for their baby aisle, to replace Tesco Loves Baby. The ambition behind the move, was to speak with a more personal and engaging voice to both carers and children.
The way that we raise children is changing – they are part of the family unit, raised by parents, grandparents, aunts, uncles, friends. Rather than being a voice of authority telling Mums how they should raise their children, we needed to talk to the whole family unit about both the adventure of growing up and the adventure of raising children, without creating a glossy unrealistic view of life with little ones.
Starting with the theme of adventure and working with the Tesco and F&F clothing design teams, we developed Fred & Flo, a brand that could engage on a level with children through storytelling. The idea came to life with the inclusion of the characters on pack. The graphics build an imaginary world for them to play in, sailing the high seas, climbing mountains and meeting animal friends along the way. The rhyming language used enriches this story, looking at the world through the eyes of these little adventurers with their gentle humour and observations.
The brand identity was initially created for nappies and toiletries but has grown to stretch into baby gifting, nursery, feeding accessories and baby clothing.
“Why is it…” I said to Fred,
“That your face is turning red?”
Fred did a little knowing face,
And headed to the changing space!