{"id":13964,"date":"2026-07-08T08:22:29","date_gmt":"2026-07-08T12:22:29","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=13964"},"modified":"2026-07-08T08:22:29","modified_gmt":"2026-07-08T12:22:29","slug":"smoosh-squishes-the-baby-care-status-quo","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=13964","title":{"rendered":"Smoosh Squishes the Baby Care Status Quo"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"wp-block-paragraph\">People often talk about \u201cmillennial branding\u201d with an undertone of an insult, but what\u2019s so wrong with soft color palettes and clean, minimal branding? <\/p>\n<p class=\"wp-block-paragraph\">Smoosh, a baby care brand designed by <a href=\"https:\/\/lulacreates.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">LULACREATES<\/a>, built its identity around a softness you can practically feel. The squishy lowercase letters with a floating \u201co\u201d are drawn to mimic bubbles drifting mid-air, sitting on monochrome bottles in blush pink and warm cream.<\/p>\n<p class=\"wp-block-paragraph\">The single color approach is a total pattern interruption compared to legacy brands and cartoon-covered competitors. It borrows the soft confidence of brands like Glossier, while the blobby wordmark keeps things playful enough to remind you that this is for babies. The whole thing is as calm as you hope bath time will be. It\u2019s proof that \u201cfor baby\u201d no longer has to mean \u201cdesigned like a toy.\u201d\u00a0<\/p>\n<p><button id=\"expand-paywall-button\" class=\"expand-paywall-button\">Subscribe to Read More<\/button><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/thedieline.com\/smoosh-squishes-the-baby-care-status-quo\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>People often talk about \u201cmillennial branding\u201d with an undertone of an insult, but what\u2019s so wrong with soft color palettes and clean, minimal branding? Smoosh, a baby care brand designed by LULACREATES, built its identity around a softness you can practically feel. The squishy lowercase letters with a floating \u201co\u201d are drawn to mimic bubbles [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13965,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[],"class_list":["post-13964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-news"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13964"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13964\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/media\/13965"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}