Baby-Led Weaning is the largest digital community dedicated to empowering parents and caregivers to give their babies a safe start to solid foods. Inspired by the unique forms of food, the flexible visual system uses a bold cut-out style to bring a playful sensory feeling to life.
Baby-Led Weaning’s new logo and typeface balance fun with trusted familiarity, while a deep color palette is based on the rich hues of nutrient-dense foods. The new identity encapsulates Baby-Led Weaning’s evidence-based, hands-on approach — establishing them as the go-to experts for families building healthy eating habits.
I collaborated with creative directors on the brand identity, covering concepts, logo design, and visual exploration. I developed a custom illustration library for the brand. Additionally, I worked on the UI/UX design for the website, managing tasks like wireframing, prototyping, and interaction design.
Baby-Led Weaning’s new logo and typeface balance fun with trusted familiarity, while a deep color palette is based on the rich hues of nutrient-dense foods. The new identity encapsulates Baby-Led Weaning’s evidence-based, hands-on approach — establishing them as the go-to experts for families building healthy eating habits.
I collaborated with creative directors on the brand identity, covering concepts, logo design, and visual exploration. I developed a custom illustration library for the brand. Additionally, I worked on the UI/UX design for the website, managing tasks like wireframing, prototyping, and interaction design.
Baby-Led Weaning Rebrand
Visual Identity / UX/UI / Illustration
Agency: Team Design Studio
Role: Designer
Year: 2023
Visual Identity / UX/UI / Illustration
Agency: Team Design Studio
Role: Designer
Year: 2023
![](https://freight.cargo.site/t/original/i/9ea1b031f7361cb629503e18d0e45fac38981343c342124ad8a47ea468035181/Baby-Led-Weaning-Intro-3_2.gif)
![](https://freight.cargo.site/t/original/i/2f0561d70accdbe9636c69285cb303b05282c18f7eafc927b8a7ff6a43ca71ca/Frame-836.png)
![](https://freight.cargo.site/t/original/i/946fbddb2735f4021fb84a23a08c30a153a0d8dc26b237f40d390f219b5bb49c/BLW-case-study2.gif)
![](https://freight.cargo.site/t/original/i/593ab6c695761236b67172f1c1b86caf5480224b558400993789745d3686bd44/Frame-465.png)
![](https://freight.cargo.site/t/original/i/8275e5810ae36b0053a0beef1f5a6aa9ba89dab190df865ef293aac15eefec20/Slide-16_9---85.png)
![](https://freight.cargo.site/t/original/i/7af50eb5195eaf2027f966a083ead354d8f6e7c0179e34c7395810e80093696e/Frame-686.png)
![](https://freight.cargo.site/t/original/i/b5fced208494eba7d3a6432be5184db3456f7445373fed04ec4ac841556fc89d/Frame-848.png)
![](https://freight.cargo.site/t/original/i/7256f0a21073cc4026738488623c5b32adcf24e3721cea6a559a6a236a4a1d0a/Slide-16_9---46.png)
![](https://freight.cargo.site/t/original/i/a8e3c05e6e2ae8bf24db169d05df3f51c6a5210e3d94f6da2cdc0dd96d128f6a/Frame-839.png)
![](https://freight.cargo.site/t/original/i/fd085201554f9ba480b3ca7fc3fdd23245a62ef2a8c1f0aeeafd39fdeb2a9830/Frame-673.png)
![](https://freight.cargo.site/t/original/i/08967779d886cf6d2158c39acaf31ee92d1d7d7062b7bc6afd78b4327d63e27d/Slide-16_9---82.png)
Agency: Team Design Studio
Creative Director: John Clark, Amy Goblus
Designer: Bao Hu, Stephanie Zabala
Illustrator: Bao Hu
UIUX: Ioan Butiu, Bao Hu
Year: 2023