The Squish Baby logotype was designed as part of a brief to design a range of baby food packaging. The logotype needed to feel part of the same family as the client’s existing range of puréed fruit smoothies, branded Squish. Using visual cues from the existing Squish range, a softer version of the logotype was developed, to create a more baby-friendly feel. The existing Squish toddler range used a monkey character as a primary graphic device, so a baby monkey was introduced as part of the Squish Baby logotype. The baby monkey was further developedto not have a dummy. The logotype colour uses a slightly fresher green. Colours were chosen so as to work with the various flavour colours in the range.
c 2011 birdesign
Identity
