Lousy! was tasked with the brand identity, packaging design, and photography for Very Good Baby Food, a new Tasmanian baby food business.

To showcase the brand’s commitment to transparent ingredients and uncompromising taste and affordability, we aimed to create a brand experience that looks strikingly different from its competitors.

Setting Very Good Baby Food apart from competitors in the baby food market required a departure from the usual cutesy cliches: no baby animals, cartoon characters, or comic sans-like fonts.

We played on the element of transparency by cutting the logo out of the labels, so that customers can see that the brand’s got nothing to hide. The bold typography contains the right amount of playfulness when paired with the earthy yet vibrant brand colour palette.

Our strategic direction propelled the brand to the forefront of premium baby food, complementing its top-tier, nutritionist approved recipes.