Winners 2022/ Gold

Project: Little Bellies Rebrand

Client: Little Bellies

Design: B&B studio

Following a radical rebrand, baby food business Little Bellies has become a dominating force in its Australian home market and has been able to extend internationally, securing listings in 6,000 North American stores.

Since launching in 2011, Little Bellies had carved out a niche with its healthy snacks for babies. But by 2017, bigger brands and private label competitors were moving into the snacking space. To protect the brand, the business looked to expand beyond baby snacks and beyond Australia, to achieve 100% brand value growth within three years.

Engaging B&B studio, a new positioning was defined for Little Bellies which connects with parents through its ‘nutrition’ and ‘nurture’ messaging. The child’s feeding journey from pram to playground is clearly reflected through the new design and brand stages: Baby Bellies, Little Bellies and Mighty Bellies. Spanning identity, packaging, brand world and digital, the memorable design intuitively and quickly communicates the brand offer. It has engaged consumers and empowered the business to extend beyond snacking into wet food, increasing SKUs from eight to 26. 

In its home market, Little Bellies’ gained 3,000 additional distribution points post-redesign. Market share grew 169% within three years and value sales soared 262%. The strength of the design allowed Little Bellies’ new baby bowls to be priced at a premium of $2.25 (the category averages below $1.50) and was pivotal to the brand’s expansion into North America, where it can be found in Walmart, Kroger and Loblaws.