This is one project that had all the ladies of JMMC intrigued. La Lueur was bringing to market a line of all natural, organic baby products for hair and skin. Before approaching the branding of these products we did our own research on what makes La Lueur unique in an already competitive baby market. We uncovered some amazing facts and scary ones too. We discovered that many of the big brand baby products on shelves today contain formaldehyde or other hidden dangerous ingredients like phthalates and parabens, which have estrogen-like properties and are suspected to be linked to hormone related cancers. The JMMC team became passionate about our clients mission to change this rapidly growing industry. La Lueur products do not include any of these carcinogens and, instead, use only organic ingredients that are sensitive to a baby’s delicate skin and eyes.

Though we strongly believed in the goals of this brand, breaking onto the scene of a heavily competitive baby products market was a challenge. We approached the branding and packaging from an organic standpoint with warm and natural color palettes, fluid icons and slightly whimsical typographic treatments. The final product relates well to our audience and fills a unique position on the shelf with the other better known baby products.

– Eddy Henry, Chief Creative Officer at JMMC