Talc free & paraben free, phthalate, preservative & cruelty free. Fresh & Dry ticks all the boxes and positions itself against the giants of the baby care industry. With all those ‘ands’ it’s no surprise that Paul Belford Ltd decided to make the most of the ampersand, working as both an integrated and independent element with curves that suggest care and carefree, while also creating an abstracted baby. Sweet.