.png)
NurturMe®
A tender, retail-ready name that turned functional baby food into an emotional promise between parent and child.
The Opportunity
In 2010, co-founders Caroline Freedman and Lauren De La Rosa set out to reinvent baby food for modern parents. Their idea was simple but groundbreaking: dehydrated baby food that was lightweight, nutrient-dense, and flexible enough to mix with water, formula, or breast milk—wherever life happened.Originally called “Just Add,” the concept leaned heavily functional. But as they prepared to launch nationally to get on retail shelves, it became clear the name didn’t carry enough emotion. In a category built on trust and love, they needed something that connected more deeply.
The Name
The brief was to honor both versatility and vulnerability. This was a product designed for busy parents, but also for tiny humans whose nutrition matters profoundly.We explored names that spoke to function, but ultimately leaned into feeling. In a sea of either clinical-sounding brands or cute, diminutive names, there was space for something warmer. We renamed the brand NurturMe®.We intentionally respelled the phrase to create a more ownable, trademark-worthy name. It felt like a promise to honor the bond between mother and child.Early brand language even reflected this point of view, with messaging in the child’s voice—thanking parents “for nurturing me.”
Yep, we named it. And we also branded it.
For the full brand experience — identity, packaging, messaging, website, expo, photography, video, and asset execution — visit our sister site, Shelf Studio.
.png)
.png)
.png)
.png)
.png)
.png)
.png){kind=small}
