Mo & Marine – Little Bums, Big Ambitions

Mo & Marine
Little Bums, Big Ambitions

Brand strategy, brand design and packaging design for a sustainable baby wipe brand with big ambitions

The Brief

A household with a newborn goes through up to ten packs of baby wipes a month – most ending up in landfill, drainage systems, rivers, or released as airborne pollutants through incineration. Mo & Marine was built to change that. The brief to Greatergood® was to build a sustainable baby wipe brand that made the sustainable choice feel like the most joyful, most desirable choice in the fixture – not the responsible compromise.

The Work

The creative foundation came from asking where baby wipes actually go. Three answers – land, seas and oceans, and air – these became the three visual territories the brand inhabits, expressed through a rich nature-led illustration world of coral reefs, seaweed forms, botanicals, and open sky. A confident mid-shade blue advances on shelf in a category of pastels and earth tones. The brand mark tumbles playfully onto the page, with a contrasting ampersand reading simultaneously as seaweed, a floral form, and the universal silhouette of a pregnant mother and child. The strapline – Little Bums Big Ambitions – speaks to parents as the intelligent, slightly exhausted, genuinely caring people they are.

The Outcome

Mo & Marine launched to immediate award recognition, noting both the product quality and the category-disruptive identity and packaging design. “Our packaging design is one of the first things every customer, buyer or partner comments on.” – Katie, Founder, Mo & Marine.
The brand launched as proof that sustainability doesn’t have to equal compromise.

Client: Mo & Marine
Disciplines: Brand Strategy, Branding, Packaging Design, Retail Strategy, Website Design
Agency: Greatergood® Brands
Project Link: Mo & Marine