Baby MORI

Product and packaging for a kid’s brand that believes that every moment is worth embracing.

Goodlines worked with MORI on their AW21 season of products, the brief was to produce a line of giftable products that kept to their core values - thoughtfully crafted, sustainable, kind to the planet and made with the family’s wellbeing in mind.

The initial step was to create a range of SKUs within these two categories: wood toys and gifts in card or paper. We started the process by researching the marketplace based on price point, MORI’s brand and demographic.

In order to strongly compete in these new categories, MORI needed to expand its visual assets focusing on colour and illustration. We expanded the visual vocabulary with the right brand look and feel.

We developed the brand’s visual assets by creating icons and graphics that reflected their core values.

The elements and in turn the product and packaging graphics, were soft in shape, this combined with the natural material choices, the core dark grey colour in contrast against the neutral colour palette made for a strong, dynamic collection that would sit in line with their existing product offering.

Starting with our concept drawings and flat visuals, 3D drawings are used to fully imagine the product in scale and dimension. A product spec is then created and sent off for prototyping.

Packaging is carefully considered to ensure the product stands out on the shelf as well as being sustainable, clean and simple with informative iconography that speaks back to the core brand values. The smile factor of the brand is reinforced with thoughtful sentiments which are revealed when the boxes are opened.

The launch of the ‘playtime’ collection with products designed for tactile play and learning, was featured in UK Vogue magazine. Each piece of the collection is made using sustainable materials and methods to be kinder to our planet. The toys are made from FSC Beech wood, FSC MDF and painted with non-toxic paints.