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Adventures Ahoy!

Tesco wanted to create a new brand for their baby aisle, replacing Tesco Loves Baby. The ambition behind the move, was to speak with a more personal and engaging voice to both carers and children.

Our attitudes and behaviours towards the way that we bring up children is changing. Old fashioned voices of authority, telling Mums how things should be done, have lost their mystique. Brands today need to talk with us and not at us – and to the whole family unit too.

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 with the whole family through storytelling.

The brand identity, initially created for nappies and toiletries, has grown to stretch into baby gifting, nursery, feeding accessories and baby clothing.

Our work was awarded Gold for use of language and tone of voice at the Transform Awards Europe 2020.

Line up of different nappy sizes

Cotton wool balls and buds hanging on tree

Tesco bubble bath bottle with bubbles

22 ultra dry nappies with child in yellow top

Child in green check shorts

Quick, bag up that dirty nappy! Tie the handles pretty snappy. Everybody, please stand clear, put that stinky one in here!