Supporting the ultimate journey

Giving birth and feeding a baby are two of the most natural things in the world. Yet often, women find themselves overwhelmed with conflicting information or simply short on information itself. That was the feedback from Butterbean – a new digital platform designed to help women with birth preparation, breastfeeding, and postnatal recovery and support throughout the first year with their baby.

Providing an inviting pool of resources that mums can dip into as and when they need, Butterbean offers a reassuringly different approach. Besides bite-sized videos – teaching everything from hypnobirthing and yoga for post-birth recovery – and online webinars delivered by industry experts, it also features a helpline giving friendly, practical support. What Butterbean offers is special, so we knew we had to do something special too.

  • Branding
  • Brand Development
  • Brand Guidelines
  • Design & Art Direction
  • Digital
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Personal delivery

Our brief was to create an impactful, standout identity that would help launch Butterbean into the world and help it grow. We knew straightaway that it was important to keep things warm and personal. The client had drawn upon her own personal journey in coming up with the idea for Butterbean – even the name was the nickname she used for her own baby bump. It was a lovely story and one we were keen to tell and to reflect in the branding. The shape we created for the brand mark itself was both individual and symbolic, coming from the client's baby scan morphed with a butterbean.

We crafted a distinctive visual language to support the brand. A soft, organic visual language abstracted from curvy, bump, bean, baby, breast shapes. And we used a colour palette of warm, golden and brown shades to reflect different skin tones, punctuated with small pops of contrasting brights. Alongside the brand identity we created the website look and feel together with digital assets, which included social media post and podcast tile designs. Our aim was to create a brand feel that would help Butterbean to quickly become recognised as a trusted source of support, connection and knowledge – a new kind of parenting platform that would become talked about and recommended.

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Growing bigger and stronger by the day

Nothing makes us happy like a happy client. And it was beams all round from Butterbean. Seeing her vision brought to life was a source of delight for founder Lucy. By drawing on her personal story and creating a brand look and feel that was warm and accessible, we were able to help support new mums and mums to be, ensuring their personal journeys were a positive, empowering experience.

A key part of our brief was to help grow this baby brand. And day by day Butterbean has been gaining traction. Instagram followers are growing steadily, reflecting the interest in, and need for, a source of reliable knowledge and experience around all things birth related. It’s still in its infancy, but already, Butterbean is thriving – showing all the signs of becoming a big, bouncy, loveable brand.

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Fable created the perfect branding and art work for a project that was an entirely personal journey. Butterbean is the nickname I gave my daughter when I was pregnant and it’s the name of the business. I was keen for my personal story to come through the branding and Fable did this perfectly. They created a brand that is warm, accessible, fun and tells a story and I couldn’t be happier with the end result. The Fable team were always supportive, patient and willing to take time to make amends or tweaks until we had the perfect end product. I would highly recommend Fable to anyone looking for unique design that is well thought through, considered and makes your brand matter.

Lucy Woodbridge
Founder Butterbean