Greatergood Brands creates brand identity for Mo & Marine sustainable baby wipes
The sustainable baby care market has long relied on a predictable set of visual cues, primarily using muted earth tones, soft natural textures, and low-contrast colour palettes to communicate eco-friendly credentials. London-based agency Greatergood Brands sought to break from these conventions when defining the brand identity and packaging system for Mo & Marine.
Rather than focusing on traditional visual indicators of sustainability, the design team centred their research on the physical life cycle and final destinations of single-use baby wipes. A single household with a newborn can consume up to ten packs of wipes each month. Many of these items end up in landfill sites, enter drainage networks and rivers following storm overflows, or release airborne pollutants through degradation and incineration.
Visualising environmental destinations
These three primary destinations – land, water, and air – formed the foundational visual territories for the brand identity. Greatergood Brands built an illustrative framework representing each environment through distinct graphic motifs. Coral reefs and seaweed forms denote ocean ecosystems, botanical elements and stacked stones reference the land, and a white bird flying across an open sky symbolises the air.
The overall visual system is anchored by a mid-shade blue palette. This colour choice distinguishes the packaging from traditional baby care products on retail shelves while referencing marine environments without relying on standard aquatic tropes.
Branding and messaging details
The typographic identity centres around a stacked wordmark featuring a custom ampersand. The symbol incorporates three distinct interpretations within its form: a swirl of seaweed, a stylised floral shape, and the silhouette of a pregnant mother and child.
Accompanying the identity is the brand’s strapline, ‘Little Bums Big Ambitions’, designed to communicate both the product function and the company’s wider environmental goals.
Mo & Marine founder Katie said, “Our packaging design is one of the first things every customer, buyer or partner comments on”.