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Case Study — Lansinoh

Repositioning a 40-year-old brand for a new generation of moms.

Brand RepositioningBrand Strategy · Messaging Architecture · Campaign Systems · Brand Photography · Brand Video · Social Engagements · Partnerships
Lansinoh — Love Your Time Together

The challenge

Lansinoh had been a trusted breastfeeding name for four decades, but the brand felt outdated, leaning on common empowerment language and maternal clichés. Competitors like Frida dominated the irreverent end of the market while newer entrants captured share. Lansinoh wanted to broaden into bottles, sippy cups, and pumps while reconnecting with contemporary mothers skeptical of performative brand messaging.

The insight

Every other baby brand focuses exclusively on mom's needs OR baby's needs, treating them as separate problems. But mom and baby are a collab.

The core realization: comfort between parent and child is interconnected. When mothers stop choosing between self-care and baby care, we unlock something powerful: presence.

What we created

  • Emotion-driven brand positioning with a five-step psychological framework: emotional validation, perfection reframing, celebration building, self-compassion practice, and community encouragement.
  • Complete messaging architecture spanning tagline to manifesto, brand blueprint, narratives, and deployment options.
  • Campaign systems for three product categories with category-specific insights and messaging.
  • Activation concepts including maternity-ward Comfort Stations, meditation partnerships, and The MBAs — the Messy Beautiful Awards.
  • Influencer strategy with mission briefs and gift box designs.
Lansinoh campaign shoot — mothers and children around the table

The language

Love Your Time Together.

Thoughtfully designed products for the messy, beautiful moments.

Made to grow with the way you mom and the way your baby babies.

Creating comfort, calm, and connection for 40 years and counting.

The Work
Love Your Time Together — The Lansinoh Brand Film
Love your time together — the Lansinoh key visual
Lansinoh campaign shoot — dad feeding baby Lansinoh campaign — Born from need. Perfected by love.
Lansinoh campaign shoot — playtime in the bathroom Lansinoh campaign shoot — toddler with bottle
Mom Moment — Chan
Dad Moment — Jamie
Mom Moment — Maggie
Lansinoh campaign — Made for every kind of feed Lansinoh campaign — The bottle you know they'll take
Lansinoh campaign — Designed for them and you
Lansinoh campaign shoot — mother laughing with baby Lansinoh campaign shoot — mother and baby in the garden
From our Moms
The Impact

A new brand platform, embraced across the business.

A brand system designed to carry Lansinoh across product categories and channels for years, transforming a legacy breastfeeding brand into a full-journey feeding partner.

“Love Your Time Together”
Adopted as Lansinoh's public-facing brand tagline, carried through communications and product storytelling
40%+ Sales Growth
Lansinoh bottles and nipples, year over year in 2025
3 Product Categories
Campaign systems with category-specific insights and messaging
60+ Countries
Lansinoh's global distribution footprint
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