As one of the designers at Goodlines Studio, I worked on a project with MORI as they sought to expand beyond their children’s clothing brand and venture into the gifting market, predominantly focusing on baby toys. The brief was to create a range of giftable products that aligned with their core values—thoughtfully crafted, sustainable, eco-friendly, and focused on the wellbeing of families.
We created icons and graphics that captured the brand’s core values. With soft shapes, natural materials, and Mori’s existing colour palette, the result was a cohesive, dynamic collection that fit seamlessly with their product line.
The 'Playtime' collection, designed for tactile play and learning, was featured in UK Vogue. Made from sustainable materials like FSC Beech wood and MDF, each toy is painted with non-toxic paints, making them eco-friendly.