Nattal is a new Mexican brand in the baby formula market that reached out to us to create an emotional brand and positioning strategy for their 2025 market launch.
A realistic story for caregivers: love isn’t perfect, but it can be a journey that brings calm and support.
The Challenge
Position a product that represents one of a parent’s most important decisions—choosing food for their baby—while differentiating from mainstream formula brands and traditional narratives about motherhood and parenthood.
The Solution
For our journey we went back to the start. We explored how motherhood and early childhood have been portrayed throughout history—from art and literature to documentaries and pop culture. While the concept of family has evolved over time, society’s view of caregiving remains locked in an idealized version of motherhood. The image of a perfect mother breastfeeding has symbolized the beginning of life for centuries.
With Nattal, we chose authenticity and an honest approach. We created a premium brand that connects emotionally through empathy and understanding. After all, nothing truly prepares you for parenthood—it’s an experience filled with mixed emotions and uncertainty. Our brand voice and narrative aim to offer comfort, acceptance, and companionship. We speak not to perfect parents, but to human ones. In the journey of nurturing life, everything begins with love.
Our creative strategy includes a photographic series capturing genuine moments in the daily lives of real Mexican parents. These intimate portraits celebrate the beauty of imperfect, human love.