Proudly designed and made in New Zealand, New Edition creates products especially for babies and caregivers.  With no nasty chemicals and a commitment to leaving a new-born sized footprint on the planet, they bring a fresh and unique voice to baby care. 

New Edition needed a new packaging identity for their Pumpd manual breast pump, a hero product in their range, which also includes natural, non-toxic sanitisers. Pumpd required its own distinct branding while still retaining the New Edition promise of safety and trusted knowledge. New Edition used an existing “sleepy leaf” character, for Pumpd we gently flipped this icon around to become a droplet, slightly less sleepy but still very adorable. The raised eyelashes suggest a contented bub having a feed, and we loved the idea that a smile releases endorphins in the brain; leading back to “what’s good for mum is ultimately great for bub”. 

We took inspiration from how emoji characters have the power to communicate feelings in a simple way, with the bonus of becoming brand marks in their own right. As an element of the Pumpd logo, the “happy drop” works as an apostrophe, or it can be utilised as a separate character with a lot of scope for personality and variation. The end result is a product that brings positivity and reassurance to a category that might traditionally be regarded as purely functional or even stressful for mums.