GROWHAPPY
empowering a brave,
allergy-free world
Creating a new category of immunonutrition
Backed by experts who wrote the textbook
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 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
To change the narrative we had to first change the language. We coined a new term—ImmunoNutrition—and a product line of ImmunoButters that make the product less intimidating and the benefits more clear. It’s an entirely new category and nomenclature that allowed us to distance GrowHappy from more lab-coat competitors. Changing the narrative is also why our strategy, design, and product systems focused on courage and confidence. On joy instead of fear. GrowHappy became a brand about bravery, with a design language focused on clarity, calm and comfort, instead of clinical. Leading by example to show parents that allergens aren’t something they need to be afraid of, but embrace.
With design cues and colors borrowed from storybooks and baby products, illustration that shows whole food ingredients, and language that reminds them of expertise, we transformed allergens from something parents fear into an essential part of a wholistic diet that protects babies’ immune systems and encourages gut health from an early age.
