Pumpkin Tree

Pumpkin Tree had been making licensed kids’ snacks for years, but wanted a brand of their own – one that parents could actually relate to.

Working with designers Ariel Cortese and Nicola Ansell, we built the idea around a simple truth: perfect parents don’t exist (they’re about as rare as, well… pumpkin trees).

Instead of selling pouches as just another handy snack, we positioned Pumpkin Tree as a brand that understands the daily juggle and has parents’ backs – with warmth, humour and zero judgement.

That thinking came to life through an playfully irreverent tone of voice and a stream of “wholesome hacks”: small, practical ideas to help families get outside, make memories and feel a bit less frazzled – shared across packs, social, email and the website.

Tote bag side 2 – complete with horrendous typos and punctuation – designers eh? (not final print version, luckily)

Pumpkin Tree

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