As part of the highly ambitious Wales Baby Bundle aimed at delivering thousands of bundles to “Flying Start” areas around Wales, we submitted a project proposal as part of a competitive tendering process.

In my role, I led the development of the brand identity and strategy, conceiving and designing a bespoke end-to-end bilingual visual identity for the Wales Baby Bundle (Y Bwndel Babi), sealing the project with a contemporary and symbolic logomark which gave note to the journey of a family by using a Celtic knot to root the identity in the rich history of the country.

The box design was a bold, black and white handdrawn wraparound illustration that paid homage to the rolling, lush hills of Wales and its mythology, while also being sure to incorporate bilingual typography, following the comprehensive brand guidelines of the Welsh Government. As such, the project would have sat alongside the Government’s look and feel proudly.

Beyond the box, I designed a full suite of marketing materials, ensuring that the project would have complete end-to-end strategic coverage around the country, both in digital and print. As per the project guidelines, I also designed bespoke registration materials for parents to avail of the project.