Baby skincare, elevated.
Crafting a brand identity and packaging for Smoosh. A gentle baby skincare brand that's 97-99% natural and 100% shelfworthy.
With the arrival of parenthood, founders of Smoosh, Sophie and Victoria found that no single bottle of baby bubble bath, shampoo, wash or moisturiser fitted their expectations when caring for their childrens' sensitive skin.
In 2024, Smoosh engaged LULACREATES to craft a visual identity that positions Smoosh as a fresh, and elevated market entry that's setting new category standards with its carefully formulated, gentle, effective, and 97-99% natural products. Smoosh is a digital-first brand taking the utmost care of our children's sensitive skin, whilst treating the bathroom shelf with the same aesthetic standards we have for our carefully curated homes.
By combining a gentle colour palette, a lifestyle-driven aesthetic, and a brandmark that evokes the squidge and softness of a baby's skin, we crafted a brand world that delivers visual stand-out on the shelf whilst staying true to the 97-99% natural formulation of the products. Giving this promising new startup real scope to disrupt in the baby skincare category.
Smoosh launched in April 2026 with a presence and product worthy of space on every premium baby care retail offering display, and bathroom shelf. Launching into Holland & Barrett in Spring/Summer 2026 and in discussions with other premium british retail brands.
If you're a founder looking for baby product packaging design or brand identity for a new market entry,
drop me an email or book a call.
Project deliverables: Brand identity design | Packaging design | Social media concepts
Product imagery Rida Suleri-Johnson
Got a design project? Drop me an email or book a call
Services
Brand and brand refresh design
Packaging and print design
Creative direction
Brand Guardianship
Digital and web design
Marketing asset design
Design retainers
And more.
Socials & community
the other stuff
Website design by LULACREATES™
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Location: Leamington Spa. UK
Working for: Clients UK wide & globally
LULACREATES LTD
Company no: 15823282