In August 2025, the UK government gave baby food makers 18 months to cut sugar and salt and to stop using misleading health claims.

Lune & Wild, a UK brand making organic snacks and meals for little ones, is getting ahead of that with a rebrand from Wild People. The pouches come in sunny yellows, oranges, and greens, each adorned with a hand-cut paper illustration of the star ingredient, like a carrot or a chunky sweet potato. The shapes feel like a toddler’s version of Matisse’s paper cutouts, while the wobbly, handmade lettering kind of bounces across the front.

I love that this looks like something you could find in a classroom, while the ingredients do the talking for the parents. So much baby food packaging is either just plain boring or covered in overdone cartoon characters, and this lands right in the middle. It’s playful, artistic, and easy to read. It shows a studio that knows imperfection can build trust.