Swehl
Swehl (pronounced like “Swell”) is a LA-based startup hoping to transform breastfeeding from a cluttered and confusing experience to a bright and cheerful one for new parents.
Human NYC (with art director Katherine Phil) put together a brand “inspired by LA sunshine”, pairing pastel colors with super soft type to set Millennial and Gen Z moms at ease. A particular highlight of the brand is the cosmetics-inspired packaging. [Edit: see the comments for more credits.]
The star typefaces – Cheee (OH no Type Co.) in the logo and Caslon Rounded (Commercial Type) in headlines – really get along well. The relationship between the two hyper-rounded typefaces feels like that of two old friends of different sizes and shapes. The quirky geometric sans Roobert (Displaay) joins the group for support at text sizes.
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An update on the design credits, via Brandon Ainsley:
Gander took over from Human NYC and has done the most recent version of the branding and website that’s visible at the time of writing. Brandon Ainsley designed all the packaging and digital assets while at The Young Astronauts.