Overview
Mama Bites is a new product launch from Mini+Me, positioned as a 6-in-1 functional bar for postpartum, feeding and beyond. Mama Bites offers nourishment that works harder, so parents don’t have to.
Working from an established brand and launch direction, I applied my creative lens across the ecommerce campaign, translating the product’s functional benefits into warm, considered visuals and messaging. This included concept development, photography, and the rollout of cohesive assets across digital and print touchpoints to support a confident, emotionally resonant launch.
The Brief
The goal was to introduce Mama Bites as a trusted, everyday product within the Mini+Me range, while clearly communicating its benefits in a competitive ecommerce environment. The campaign needed to feel nourishing and appetising, while honouring the sacred experience of breastfeeding. The new product range needed to remain consistent with the existing brand guidelines and be scalable across digital and print.
My Role
I was responsible for planning, organising, and executing campaign assets. This included leading the ecommerce and founder photoshoots, shooting and editing all campaign imagery, and rolling out assets across EDM, social media, paid ads, website, and print collateral.
Creative Approach & Process
The creative approach focused on warmth, trust, and real-life usability - balancing polished ecommerce imagery with an authentic, founder-led feel.
I photographed the ecommerce photo with layouts already in mind, allowing for negative space and flexible crops to support digital and print placements.
Campaign Rollout
From the final imagery, I designed and rolled out a suite of campaign assets across key touchpoints, including EDMs, social content, Meta ads, website banners, and printed materials such as flyers and an expo banner. Each asset was designed to feel cohesive as part of a single campaign, while being optimised for its individual platform.
The Impact
The result was a cohesive product launch that aligned closely with the Mini+Me brand while giving Mama Bites a clear, confident identity within the range. The campaign imagery and assets were successfully used across all touchpoints, supporting a smooth and consistent launch experience.
This project showcases my ability to lead a product launch visually from concept through to execution, spanning art direction, photography, retouching and multi-channel design.
