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Rebrand for Little Spoon Baby Food Reflects Fresh Approach

A packaging redesign for Little Spoon's organic baby food portfolio results in a more cohesive, impactful look across the brand's range of products.

Packaging redesign
Little Spoon Babyblends purées AFTER the packaging redesign

In 2017, San Francisco-based Little Spoon Organic, LLC introduced its first baby food product, Babyblends refrigerated organic purées. Since then, it has expanded its product line to include toddler and kids meals, vitamin boosters and remedies, and most recently, smoothies, available direct-to-consumer. From the outset, Little Spoon’s packaging—a cup with attached blue spoon, decorated with simple, modern graphics—has reflected the brand’s strategy, which is to provide “high-quality, easy-to-use, and reasonably priced solutions that make it easy for parents to keep their kids healthy.” 

In early 2021, as Little Spoon prepared to launch a new line of preservative-free, cold-pressed smoothies, it took the opportunity to revamp the packaging for all its products, with help from its design agency, Little Big Brands (LBB). “Critical to the rebrand was reflecting our fresh take in a space that has remained largely unchanged, despite all the ways parents—their standards and their lifestyles—have evolved,” explains Little Spoon VP of Brand Marketing & Partnerships Caryn Wasser. “We got started to truly do things differently, and we wanted to communicate that approach in our brand ID.” 


Read article   Read this story on the original packaging design for Little Spoon's Babyblends line.


Innovative product drives elevated design

According to LBB partner Pamela Long, despite Little Spoon’s staggered introduction of new products, the brand always maintained a cohesive look, but the development of the smoothie line provided a clear opportunity for the brand to be more overt in its design. “As they were spearheading a new wave of innovation, it was the perfect time to reconsider the brand as a whole and elevate that connective tissue,” she says.

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