Idaho Jones
Rebranding, packaging & illustration design for breastfeeding company
Industry
Maternal & Infant Health
Services
Brand strategy
Visual identity
Illustration
Packaging
Project duration
1.5 months
Location
United Kingdom
Year
2023
Idaho Jones empowers mothers on their breastfeeding journey with premium products and practical insights - combining expertise, innovation, and support to help them feel confident.
Starting point
Idaho Jones had a strong product line and a clear mission to support breastfeeding mothers - but their existing materials and lack of a cohesive brand strategy and visual identity didn’t communicate the emotional depth of their mission and reflect their values.
Challenge no.1
How to establish emotional resonance with mothers through storytelling?
Challenge no.2
How to communicate care in a field that’s both intimate and deeply personal, without sounding patronising?
Challenge no.3
How to design a health-focused brand without it feeling clinical?
How we approached it
Idaho Jones already had a product range and a loyal audience, but the brand identity lacked structure. The logo felt generic, colours were inconsistent, and there was no defined typography system. As a result, the brand didn’t reflect the emotional depth of its mission or create a cohesive experience across packaging and communication.
Instead of tweaking visuals, we stepped back to understand the foundations - what the brand stood for, who it truly served, and where it wanted to go next.
01
Clarifying the foundation
We began with structured conversations and a detailed questionnaire. We explored why the brand exists, what challenges mothers face, what wasn’t working, and where the founders wanted the business to be within the next year.
02
Analysing the competitive landscape
We researched competitors to understand how similar brands communicate care, expertise, and credibility. This helped us identify gaps - and define how Idaho Jones could differentiate without falling into clinical or overly sentimental territory.
03
Turning insight into direction
Based on this research, we developed a strategic direction that defined positioning, tone of voice, and visual principles.
04
Shaping the brand together
Rather than moving straight into execution, we reviewed the strategy with the client in a collaborative session. This was a space to challenge assumptions, refine ideas, and make sure the direction felt right - before any design work began.
What changed
Idaho Jones moved from a scattered visual presence to a cohesive, strategically grounded brand. Packaging became part of the experience rather than just a container, creating a considered unboxing moment that reflects the care behind the product.
The Blooming Fern was great at providing us with exactly the look and feel we knew we wanted but didn't know how to achieve. They can take your direction and turn it into something elevated and beautiful. Recommend.
Notes around the project
by Zofia Ciupa ✦ 16 Sep 2025
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