Pureborn Organic

Pureborn Organic is an ethically-made baby wear range based in Queenstown. The company approached White Light to create a series of patterns for the Autumn/Winter range that would be printed on a collection of baby clothing made from 100% organic cotton using eco-friendly dyes.

With full creative freedom, we developed a ‘Woodland Creatures’ theme that featured a variety of illustrations of NZ forest flora and fauna. The series included ‘Field of Mushrooms’ featuring a variety of mushrooms and snails; ‘Wild Flowers’ detailing flowers, snails and ladybirds; and ‘Hedgehogs in the Forest’ which depicted a cheeky little hedgehog along with elements of his adventures in the forest. The hand drawn nature of the illustrations added a natural, textural element to the patterns which aligned well with the company’s values as an organic brand.

What we did

Concepts and idea generation
Creative direction
Surface pattern design
Print management