ProjectsAbout

Growhappy

Empowering a brave, allergen-free world.

Creating a New Category of ImmunoNutrition.

The Context

A mother teamed up with an international team of doctors who wrote the global guidelines on children’s food allergies. Then they teamed up with Wedge to build a brand that would give every family food freedom without the fear.

The Insight

Early allergen introduction is one of the most important advances in children’s health. And one of the worst-told stories in the aisle. Most products in the space lean on fear to frighten parents into compliance. Nobody was designing for the actual goal— the joy of a kid who can eat anything.

The Big Idea & Success

A proactive practice of feeding the immune system early & often. Warm packaging that reads like real food. Simplified “ImmunoNutrition”— a term we coined that defined a new category and helped GrowHappy launch in June 2025 with 5 Allergen ImmunoButters. Within a year, they extended into ImmunoBars for toddlers.

Strategy

To change the narrative we had to first change the language. We coined a new term—ImmunoNutritionTM—and a product line of Allergen 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.

Strategy

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.

Livrables

  • Brand Strategy & Narrative
  • Brand Voice & Messaging
  • Packaging Architecture
  • Naming
  • Visual Identity System
  • Packaging Design System
  • Photo Direction
  • Creative Direction
  • Brand Guidelines
  • Packaging Production
  • Brand Photography
  • Illustration

Presse

The Brand Identity -- “How Wedge Shifted Allergen Introduction Brand GrowHappy From Fear to Confidence.”

Dieline -- "Not Allergic to Good Design, Wedge Puts A Spin On Baby Health for GrowHappy."

Yahoo Finance -- “GrowHappy Launches During Allergy Awareness Week to Help Families Feed Allergens Early & Often™."

Équipe

Design Director: Justin Lortie
Creative Director: Sarah Di Domenico
Strategy: Lisa Hart
Design Lead: Capucine Labarthe
Senior Designer: Philippe Dionne Bussières
Senior Copywriter: Zach Radford
Senior Production Designer: Étienne Angot
Production Manager: Sylvie Ouzileau
Account Manager: Albert Sinotte, Melissa Chai
Account Director: Fredo Zavarella, Veronique Lacoursiere

Collaborateurs

Illustrator (Fruit & Veg): Sarah Abbott
Illustrator (Line Drawings): Mathieu Dionne
Photographer: Graydon Herriott
Wardrobe: Frederique Gauthier
Beauty: Valeria Arimova
Prop Stylist (On-Figure): Lisa Cyang 

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