Medela transformed from an engineering-driven vacuum technology company 
into a trusted lifestyle brand for Millennial mums with the ‘Mother’s Milk, Everyday Amazing’ brand idea. With premium visuals, emotive storytelling, and expert-led resources, the brand has successfully repositioned itself to support mums at every stage of their breastfeeding journey, reinforcing trust and driving growth across an expanding product portfolio.

Where we started
Medela was a vacuum technology company making breast pumps, with an engineering mindset. But they had the ambition to fend off a host of modern challenger brands to become a lifestyle brand for Millennial mums to support them

The journey
We knew Medela needed a revitalized brand identity to help get every part of their communication ecosystem working hard and showing up consistently. A new set of brand guidelines, a Mum-centric tone of voice and distinctive graphic elements gave them immediate standout on shelf and in channels and reinforced their new positioning.

Having built a strong foundation and a set of brand tools, we reorganised and repurposed their existing content to create the world’s most robust and insightful resource to help answer every late-night Google search about the life-changing capacity of breastmilk. We shot a library of new brand imagery with diverse mums. Their professional audiences were empowered with a modular content campaign. And new pump, intimate apparel and breast care ranges got a makeover as we blended a beauty-inspired aesthetic with emotive film-making and premium photography.

Where are we now
Since the launch, we have repositioned Medela as a trusted lifestyle brand for every moment of a mum’s breastfeeding experience and evolved the identity as the product portfolio has grown, through multi-channel and multi-asset campaigns.

·       Purelan™ campaign – a product sell-out in Europe with sales growth more than x5 the category average