Fresh Bub
Real food made simple from our kitchen to bub’s bowl.
Fresh Bub makes real, nutritionist-developed baby meals for parents who want convenience without compromising on quality. Born from science and driven by heart, the brand exists to give busy parents peace of mind and give little ones the best possible start, one balanced, home-cooked-style meal at a time.
The mission is simple: make fresh, trustworthy baby food accessible and easy, so every bub can build healthy eating habits from their very first bites. It is a brand for parents who care deeply but do not have hours to spend in the kitchen every day.
Brand StoryWe partnered with Fresh Bub to build their brand from the ground up, covering brand strategy, visual identity, packaging design, copywriting and social media, for a fresh baby food business entering the Melbourne market.
Brand Strategy
Brand Identity
Packaging Design
Copywriting
Social Media Design
Print & Digital Collateral
IndustryConsumer Goods
LocationMelbourne, VIC, Australia
Scope
Baby food is a category where trust is everything, and where a lot of brands lean too far in one direction, either clinical and cold, or so soft and playful that the science gets lost. Fresh Bub needed to hold both at once, credible enough for a nutrition-led product, warm enough for the parents actually feeding it to their kids.
So we built an identity that balances science with soul. It is calm, confident and nurturing, with real food and real families placed at the centre of every touchpoint, grounded in nutrition science but elevated with warmth and simplicity.
Our Approach
We created a clean, modern, hand-drawn logotype and icon suite, honest and approachable, with a touch of joy that builds trust at first glance. The colour palette is modern and earthy, paired with whole food illustrations and textural food and family photography that reinforces the brand's commitment to honest ingredients and home-cooked nourishment.
The system was built to travel from jar to feed. Packaging, social media design, print and digital collateral all carry the same warmth and clarity, so whether a parent meets Fresh Bub on a supermarket shelf or in their Instagram feed, the experience feels consistent, considered and every bit as nourishing as the meals themselves.
Design Rationale★★★★★
“I had the privilege of working with Hayley and her team on the brand strategy for my startup. Her attention to detail and professionalism were only exceeded by her warmth and generosity. I am in awe of how skilled she is in turning ideas into reality. I can't recommend her enough and look forward to working with her again soon. “
– Najma M. / Founder