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Nut allergies in infants have doubled since the year 2000. And in looking for a solution to deal with her own child’s life-altering reaction, GrowHappy’s founder Stephanie, discovered that she wasn’t the only person interested in solving the problem.

In scientific studies like LEAP and EAT, doctors in the U.S. and the U.K. had already discovered that introducing allergens into infants’ diets reduced the likelihood of developing an allergy by 81%. The data was there, but for most parents, so was the fear.

In a category littered with alarmist attitudes and a pharmaceutical feel, GrowHappy was created to blend expertise with empathy—working with a team of the world’s foremost experts in children's health and pediatrics to create a line of allergen introduction food products that give families food freedom without any of the fear mongering.

Wedge was tapped to translate a daring business vision and an ambitious impact mission into a brand world that would empower parents, and inspire trust and care, in a high-stakes industry. We developed a strategy, a way of communicating, and a design system that changed the codes, the norms, and the story of children’s care in the space.

BRAND Strategy & Narrative, PRODUCT NAMING, VERBAL IDENTITY, VISUAL IDENTITY,
Packaging SYSTEM, Website Design, CREATIVE DIRECTION & PRODUCTION