We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.
The Memo
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The Memo reframed the category entirely. A destination for pregnancy and parenthood that felt curated, elevated, and culturally aware.
We partnered with founders Phoebe Simmonds and Kate Casey to create a brand identity that mirrored the cultural awakening of evolved parenthood. The ambition was to build something that felt equal parts sophisticated and joyful: a brand that balanced the emotional chaos of parenthood with the excitement of entering a whole new chapter of life.
The Memo is a modern retail platform for discerning parents; a curated edit of products designed to make pregnancy and parenthood feel less overwhelming, and far more considered.
Eschewing both the “crunchy mummy” aesthetic and the soulless feel of traditional baby retailers, The Memo created a new lane entirely: premium, playful, and highly design-aware. A place where shopping for baby products could feel as elevated as shopping for fashion, beauty, or interiors.
We anchored the brand world in bold optimism: Confident typography with playful abstract iconography to create a system that felt joyful, sophisticated, and unmistakably modern.
The custom logotype balances structure with softness, while the subtly tilted “O” nods to the beautiful imperfection of parenthood itself. Around it, a suite of abstract symbols and graphic forms injects energy and personality into the identity, steering clear of clichéd baby branding in favour of something more expressive and culturally current.
A vibrant colour palette of electric blue, coral, marigold, peach, and lilac helped establish The Memo as a fresh disruptor within the category; approachable and playful, yet still premium enough to resonate with style-conscious parents.
The result was a brand that helped redefine what modern parenting retail could look and feel like. Bold, memorable, and emotionally intelligent, The Memo brought a fresh sense of joy and confidence to an industry that had long felt visually outdated and emotionally overwhelming.
From packaging to digital experience, every touchpoint was designed to feel warm, playful, and beautifully curated, helping transform “baby buying” from a stressful necessity into something people could genuinely look forward to.
© 2026 Smack Bang
We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.