Lansinoh

Less mirroring, more solving.

Strategy, Branding, Packaging, Video, Social, Digital

Lansinoh has been a trusted source for postpartum healing among mothers and healthcare providers for over 40 years. Their products have stood the test of time, and they continue to innovate with sustainability in mind. In the last few years, however, plenty of other mom-brands have entered the market, connecting with new customers in more provocative and emotionally charged ways.

To help moms (and challenge our competitors), we knew Lansinoh couldn’t afford to be silent. They needed to embrace their fight-for-mom instincts — the very same instincts that inspired them to exist in the first place.

From:

To:

The lansinoh wordmark

Honoring their heritage while looking to the future: This was the philosophy that guided the updated wordmark. This evolution of their logo resulted in a modernized, streamlined approach that preserved their recognizable typeface while simplifying the overall look by removing the oval container.

The SOLIDARITY BADGE

A visual shorthand for the brand, the Solidarity Badge brings to life the universal experience of motherhood. It honors the individual within the collective, symbolizing mutual support and unity. Drawing inspiration from the natural shape of mammary glands, this mark was created to inspire the community of mothers to see themselves as more than caregivers — as integral parts of a larger, ever-connected universe of mothers everywhere.

TYPOGRAPHY

We created a custom typeface, featuring expressive shapes and lines — resembling the curves of a mother’s form and exuding a sense of warmth and goodwill with every word.

BRAND GUIDELINES

Step-by-step global brand guidelines demonstrating how to use design & tone to illuminate the strength, diversity, and struggle that is modern motherhood.

PHOTOGRAPHY

We commissioned artist/photographer/mother Bri McDaniel as an additional creative director in the photography production. Bri’s POV transcends the beautifully packaged, sentimentalized narratives that often dominate our society’s take on motherhood. Her gentle, powerful, and authentic photography reveals a deeper, more profound reality; one that unabashedly embraces what is sacred and uncomfortable about each step along mom’s journey.