Breastfeeding in public is legally protected in Australia, yet many mothers still face judgment and discomfort. To help shift perceptions, Kin launched Breastfeeding Friendly (BFF), a campaign reclaiming the nostalgic ‘BFF’ acronym as a rallying call for more inclusive spaces.
The visual identity draws on retro-inspired branding to evoke warmth, familiarity, and a sense of belonging. The campaign’s art direction and shoot direction focused on capturing authentic moments of a mother breastfeeding in her daily routine, normalising the act and challenging outdated stigmas. Through thoughtful design and compelling storytelling, the project reinforces breastfeeding as a celebrated and supported norm.
Creative strategy
Brand identity
Art direction
Illustration
Sonja Pulvermacher
Dakota O’brien
Camelle Banes
Gabe Hutcheon
Connie Yao
Jane Seniqual
Sophie Luka