Proposition: Care for your baby
Studio: Paul Belford Ltd
Date: 2020
Fresh & Dry is a health and hygiene brand focused on comfort and personal care. All products are made in the UK with safe, gentle and environmentally friendly natural ingredients that are suitable for sensitive skin.
The brand launched with a flagship talc-free baby powder, positioned to rival market leader Johnson’s. The brief was to create an identity that would appeal to and build trust with mothers, reflecting the brand values of quality, integrity and transparency.
The logo immediately tells mothers that they can trust Fresh & Dry for the needs of their child by transforming the ampersand symbol from the brand name into a baby. This device also lets wider audiences know that the products are safe, gentle and suitable for sensitive skin.