Redefining a brand to help extraordinary parents

Brand audit, architecture and visual identity



The challenge

Tommee Tippee is the only baby brand that offers products for pregnancy right the way through to toddler. But while the brand is full of emotion and human spirit, their identity lacked the emotional connection it needed to resonate with today’s parents and continue to grow.

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The solution

We kicked off with a global brand audit and delivered a new positioning and manifesto.

The portfolio was complicated; we tackled this with a detailed architecture piece that enabled us to simplify and consolidate ranges; setting the brand up for commercial success as well as easing navigation for consumers.

The famous Tommee Tippee star device sits at the heart of our new visual identity - a reassuring guiding light to empower and support parents through the highs and lows of parenting. We defined a new brand line; ‘reach for the star,’ and brought this to life across 360 activations, creating a comprehensive playbook to help the brand grow with cohesion over time.

The result

A bold, caring and memorable brand identity, setting the standard for today’s parenting brands and empowering parents worldwide.

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“Bloom delivers both complex strategic work and very strong creativity which help solve the business problems we shared with them. They get stuff done, and done brilliantly.”

James Thompson


“Bloom are the best agency I have met at leading design thinking.”

Jeremy Lindley

Global Design Director, Diageo

“We were seeking to transform our identity. Bloom’s impressive work, in terms of strategic thinking and creative ideas, presented us with exactly what we were looking for quickly and collaboratively.”

Scott Lloyd

Scott Lloyd, CEO, LTA

“If you have a project where brand and strategic thinking are critical to its success, Bloom is a great partner.”

Eduardo Burg

Brand Director, Danone

“Bloom have great strategic thinkers who cut to the heart of business problems coupled with some real flair and high level creativity. They have helped us to be brave and take great strides on our brands to cut through in a crowded marketplace to grow our business.”

Nick Robinson

Managing Director Brands & CMO, Kerry Foods

“I have worked with Bloom for over 7 years and know them to be a highly agile, strategic and creative design partner who always deliver work of the highest quality.”

David Gates

Managing Director Diageo Futures, Diageo

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