Shimi

Entrepreneurs Addison Antico and Jordan Antico had developed an innovative new formula-feeding bottle, designed to support today’s active, busy parents. But the baby care category was full of noise, either overly cutesy with stars and teddy bears, or cold and clinical, clinging to outdated ideas about parenting.

No current brand was speaking directly to the values and aesthetics of modern parents, or to the warmth and chaos of modern family life. And in this gap, we saw an opportunity: mainstream baby brands had fallen out of step, and it was time to shake up the category.

The Bright Idea and Brilliant Execution

Addison Antico and Jordan Antico’s product spoke to an audience who wanted formula-feeding to fit seamlessly into their ambitious, adventurous lives. Who wanted parenting to fit into their lives, not take them over.

Addressing the needs of parents first became the guiding principle of our branding. But more than this, we needed to speak to the uncertainties and second-guessing that can surround the new parenting experience in general, and formula feeding in particular.

Working closely with the founders, we built a brand world where convenience, self-care, and even style can coexist with the messy reality of raising kids. A brand that replaces uncertainty and even occasional guilt with positivity, confidence, and ease, reassuring its audience that there’s no one right way to parent.

From messaging to packaging to website design, we crafted every detail to feel useful, joyful, and real.

Shimi’s fun, frank language isn’t afraid to laugh a little at the wild ride of parenthood—and remind parents that they’re doing great: “We see you. We’ve got you. And you’ve got this.”

Anchored by a rich green, its sophisticated, confident color palette defies category norms (think: gendered pink and blue pastels).

The packaging was just as considered, both functional and stylish, with easy-to-follow on-box instructions.

Finally, Shimi’s signature bottle inspired the logo, tying product and brand together.

The Results

Shimi launched as a brand that sidesteps clichés and cuts through the clutter, without losing touch with what really matters to its audience.

Thanks to its distinctive identity and clear voice, Shimi is on its way to completely reimagine the babycare category. With plenty of room to grow as it continues to listen to the needs of parents today.

“Today, Shimi is the market’s best and only bottle designed specifically with the needs of formula feeding families in mind. Tomorrow, the brand could grow into almost anything in the baby and family space.” 

Lisa Simpson, Creative Director at BRANDED