Etta Loves
The science of what babies actually see, wrapped in something worth gifting.
Jen Fuller noticed something most new parents miss: her six-week-old daughter Etta locked onto the stripes of her jumper and fed without fussing. That single moment became a genuine obsession with infant vision, and Etta Loves was born.
Etta Loves is a science-led sensory brand for babies, muslins, hanging squares, grasp balls and playtime accessories, developed with infant vision experts and named after founder Jen's daughter. The products are grounded in real research into what babies can actually see and process in their first months, patterns and contrast designed to hold their attention, not just decorate a nursery. Jen had the science and the product. What she needed was a visual identity, textile design and packaging system that could carry that credibility into a genuinely competitive baby market.
VISUAL IDENTITY, PRODUCT AND TEXTILE DESIGN
Baby brands tend to fall into one of two camps: clinical and overly technical, or soft and generic. Etta Loves needed to be neither. The challenge was building a brand that took its science seriously enough to earn the trust of discerning parents doing their research, while staying warm, playful and beautiful enough to work as a genuine gift, the kind someone is proud to hand over at a baby shower, not just a practical purchase.
Our solution
We developed Etta Loves' full visual identity, textile designs and packaging system, using the science at the heart of the brand as the creative starting point rather than something to soften or hide. Patterns were designed with the same purposeful thinking behind the product itself, bold, considered and genuinely appealing to look at, translating research into something visually confident. The packaging and design system reflect the same care: structured enough to communicate credibility, but tactile and giftable enough to feel special the moment it's opened. The result is a brand that reads as premium and expert without ever feeling cold.
“Pink Tank has been a true partner from the very beginning – right there with me as Etta Loves went from an idea to a brand now loved by families around the world.“
JEN FULLER, FOUNDER
The outcome
Etta Loves has grown into a multi-award-winning brand trusted by tens of thousands of families, rated 4.97 out of 5 by customers, with collaborations alongside Liberty and the Keith Haring estate extending the range further into gifting territory. The brand now also supports NICUs across the UK, a fitting extension of a business built on genuinely understanding what's best for a baby's earliest months.
