There's a lot of confusion and inaccuracy about the safety of ingredients in baby products. Moms are surprised to find products they think are safe actually contain artificial ingredients. Dolphin Organics is a new line of organic and natural personal care products for babies that sets out to be as transparent as possible about its ingredients.

Involved in every aspect of the brand's creation we developed the positioning: “Only and always natural.” And in creating the packaging we invented a new way of showing the ingredients on the back label - as a pictogram. Now any mom can see at a glance that there's nothing bad in these products.

A group of 'Dolphin Moms' provided regular input during the brand's development, influencing everything from positioning to packaging to formulations and price. We put them on the website as its “Resident Experts”and as the foundation for the brand's social media strategy.

The e-commerce website launched Dolphin Organics in May 2011, backed by a highly integrated digital campaign.