For years, Swehl was predominantly a video library resource. In 2022, they embarked on a new stage of their brand’s life, and decided to launch their first line of breastfeeding products. Swehl needed to reposition themselves as not only a great resource for education and community, but now as a leader in the breastfeeding product landscape. In a space defined by overly-saccharine or overly-medicalized visuals and messaging, Swehl wanted to offer up an experience that was fresh and fun, rather than too-serious or too stodgy. That’s where Gander came in.

With the goal of refreshing the Swehl brand system and integrating their new consumer products into their existing content hub, Gander set out to completely overhaul their digital experience. Retaining the original logo, we first crafted a fresh color palette, illustration suite, and type system that better aligned with Swehl’s core audience: the contemporary parent. From there, we started on the website. By crafting the web experience around three main environments—the shop, the resource library, and the talk circles (community events and engagement)—we gave each of Swehl’s offerings equal footing. Part of meeting parents where they’re at is helping them find what they need. With robust navigation and quickly surfaced topics, parents are able to find what they’re looking for and are guided to the next helpful resources. We also wanted an experience that made parenting’s more challenging moments feel easier, and perhaps even fun. Moments like illustration, animation and video bring the Swehl world to life. We even designed a custom word game (that can be played directly on site) for any new parent experiencing some late night breastfeeding insomnia.

Our design ethos, characterized by approachability, vibrancy, and modernity, diverges from conventional breastfeeding and parenting platforms, offering a distinct user experience. These design elements extended to product packaging as Swehl ventured into select retail spaces.