You hope that every baby is a blank canvas, innocent, uncorrupted and completely healthy. BornFree packaging feeds off of parents' desires to preserve the purity of their infants with a branding strategy that says it cares.
Designer Lily Hu made conscious material choices right from the get-go, electing to use paper pulp for the baby bib, bottle and soother backings. A plastic-like blow-molded PETG makes the transparent casings for the line of BPA-free products and is attached by pressure-fitting rather than incorporating toxic adhesives. As a result, the recyclable image of the commodities upholds the value of eco-friendliness and this shapes a gentler brand identity. Now both inside and out, BornFree packaging accurately exhibits the shared priorities of the company and the consumer.