An all-natural collection of bath and body essentials for babies and toddlers founded by billionaire heiress Tamara Ecclestone. Named after her daughter, Fifi & Friends required creative support in expanding their brand identity outside of an illustration style and logo.
Creative Strategy, Graphic Design, Art Direction, Partnership Management, Licensing & Brand Extension, Pitch Documents, Social Media Content Creation, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Adobe AfterEffects, Adobe Premiere Pro

Upon entering this project, the illustrations and primary lockup were already created and approved by the client. My responsibility was to not only translate this across all brand touchpoints but to also assign creative strategy to the brand.


Having initially launched the brand online only, we wanted to create hype ahead of having any product available to purchase. Our staggered launch approach involved activating an editorial section on our website in conjunction with an ex-Vogue editor and launching on our social media channels, reaching 10,000 followers on Instagram in our first 6 months.

Consequent photo shoots and a new brief to the illustrator meant we could create strong assets that we could then tweak and make more dynamic for an ever time-poor client base.


All the packaging and brand collateral has a bright white base, is unfussy and ultimately clear, in order to reflect the brand’s ethos. Supporting accents in the form of gender-neutral pops of colour not only separate out the categories, but it also brings a playfulness required for a child-friendly product range that also appeals to their parents.

It was important that the brand’s overriding ethos was adhered to. All packaging, POS and any other printed collateral were either on FSC-certified stock and/or recyclable. Varying tiers of gift sets from Baby's Essentials to Pamper Hampers – some complete with Jelly Cat collaboration giveaway – were put together to increase seasonal sales as well as an always-on gifting initiative.


We designed all marketing collateral and business stationery in the same vein, which also translated across to events. Our robust editorial content prompted a biannual “newspaper” to go out with orders and leveraged across the launch event and any PR events. We also worked with contributing writers and illustrators – who are also parents – for campaigns and to further build our open, honest, and often amusing community.