Turning kids’ wellness into a brand parents trust.

Little Joys set out to prove children’s health could feel joyful, not clinical. From day zero the founders tapped Lazy Eight to build the brand end-to-end—story, pack, illustration, site and launch playbook.

We framed the essence first: science you can trust, softness kids can love. The identity system balances that duality. Rounded word-mark, soothing palette, hand-drawn characters and a type grid that keeps the fun grounded in clarity. The illustration library became the emotional engine—explaining gut health or immunity in stories, never baby talk.

Packaging drove the strategy. Gummies, drink mixes, powders; toddlers to teens. We built a flexible layout that foregrounds nutrition facts while letting narrative shine—easy for parents, irresistible on shelf.

Digital is Shopify at its warmest. Gentle micro-interactions, mobile-first flows, one-hand checkout for busy parents. Voice and growth strategy carry the same bright empathy across campaigns.

Today Little Joys ranks among India’s fastest-growing family wellness labels—proof that when design starts with care, health turns into everyday magic.