Bundle is a service established by Sarah Cole that provides mums-to-be with a curated bag containing everything they need for their stay in hospital. Melbourne based design studio The Company You Keep (TCYK) developed a visual identity for Bundle that, through colour, bold sans-serif typography, the high quality perceptions of embossed and debossed print work and plenty of space, reflects the quality of the products and the “softness, tranquility and security” that the service aims to help with during the “frenzy of birth”.

“A playful ‘buttoned up’ B insignia grew from the brand marquee, capturing the nature of bundling a heap of things into a bag, this combined with a tactile focus on production translated the packed-to-the-brim value of the product to the printed collateral and activated the sense of touch furthering the childlike curiosity of the brand experience. All this softness was contrasted with an industrial and pragmatic supporting typographic approach to balance and solidify the reliability of the brand. We then created an online resource with checklists, a tips hotline and a ‘Build your Bundle’ interactive e-commerce section to breed a digital dialogue between the brand and consumer – making Bundle the go-to resource for mothers-to-be.” – The Company You Keep

The Company You Keep have just updated their website with a bunch of new projects that apart from being individually quite interesting and collectively well shot, come with a decent amount of well written context and approach that makes it difficult to really add to. Suffice to say that while the button of the B does not reduce down well and the print across the deboss surface of the business cards is perhaps not ideal, their work for Bundle is a solid and appropriate union of humanistic detail, physical quality and efficiency delivered through the photography of Scottie Cameron, material and print finish, and the contrast of bold logotype and a lighter sans-serifs (Helvetica & Inconsolata). These are neatly bound together by a skin tone, bright red and an eye for plenty of space that infuses the work with both a playful and contemporary quality but also a light and airy consistency.