Boob to Food
Boob to Food
Boob to Food is a nutrition and parenting resource founded by Luka McCabe, a former midwife and nurse turned nutrition consultant, supported by a multidisciplinary team of dietitians, doctors, occupational therapists and speech pathologists. With a devoted following of over 602K on Instagram, the brand guides parents through every stage of feeding, from breastfeeding through to starting solids and family meals, via books, recipes, courses and an online clinic.
Designing a visual identity mothers instantly feel at home in
Boob to Food already had a set of visual assets developed for its traditional media, so our focus was adapting these into a cohesive digital identity that felt like a natural extension of the wider brand. Given the audience is overwhelmingly new mothers, we embraced a soft pastel colour palette, paired with emotive photography and delicate, feminine typography. This gave the site a warm, reassuring feel, a clear point of difference from the starker, more clinical presentation often seen in this space. The result is a digital identity that feels genuinely aligned with the brand’s existing presence and its audience’s needs.
Designing a user experience for the sleep-deprived
With an audience of largely sleep-deprived new mums (if you know, you know), user experience needed to work harder than usual to keep things simple and fast. We made a series of deliberate UX decisions around wayfinding, including auto-predictive and auto-suggested search results, popular search terms front and centre, and strong cross-pollination of related content across every page. This meant a parent searching for one thing was never more than a click or two from the related guidance, recipe or resource they actually needed. The result is a site that respects just how little time and headspace this audience has to spare.
The Pink Panda design team seemed to understand exactly what I was envisioning from the beginning. Adam and his team are incredibly capable and genuinely lovely to work with.
Adam took on our website when it was already about three-quarters built, after a couple of unsuccessful experiences with other agencies. It’s a bit like a builder agreeing to finish a house after two other builders have already had a go, not the easiest project to inherit, but he took it on willingly and made the whole process feel incredibly easy. He’s approachable, responsive and nothing ever feels like too much trouble. I wouldn’t hesitate to recommend Adam and the Pink Panda team.
Discuss your next project
If you’re ready to bring your ideas to life, whether they’re in the early stages or fully developed, I’d love to chat about how my team and I can make it happen.
