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LULACREATES designs premium baby skincare brand Smoosh with sophisticated beauty-shelf aesthetic

By

Katy Cowan

8h ago· 3 min readenNews
designbusiness

Summary

LULACREATES, a female-led design studio, created the branding for Smoosh, a new premium baby skincare brand. The design features a soft, fluid identity with rounded lowercase type, a floating 'o', and an ochre-yellow palette, aiming to look credible and aspirational on a beauty shelf rather than like clinical or cartoonish baby products. The brand was founded by former Boots and babycare specialists Sophie and Victoria, using naturally derived formulations and a digital-first approach.

Source

Creative BoomLULACREATES designs premium baby skincare brand Smoosh with sophisticated beauty-shelf aestheticcreativeboom.com

Key quotes

· 3 pulled
The baby care aisle isn't somewhere I've ever needed to walk down, but if I do stumble upon it, I'll usually find one of two things: heritage clinical brands that look like medicine, or cartoon-led products drowning in bright colours and nauseating characters.
Mercifully, Smoosh, a new premium baby skincare brand, does neither, thanks to female-led studio LULACREATES.
The female-led studio has given the baby care newcomer a soft, fluid identity with rounded lowercase type, a floating 'o', and an ochre-yellow palette – built to feel credible and aspirational.
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The female-led studio has given the baby care newcomer a soft, fluid identity with rounded lowercase type, a floating 'o', and an ochre-yellow palette – built to feel credible and aspirational, all ...

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