Minima
A tradition old as time, designed for the modern mother.
Minima baby carriers redefine babywearing for today’s mothers, seamlessly blending effortless functionality with a nod to age-old traditions. Crafted with care, the carrier’s two-loop design crosses elegantly over the back, paired with an additional tie for extra support. The result? A baby carrier that’s as stylish as it is practical, designed to make motherhood feel a little lighter.
Sustainability is also woven into every thread of Minima. Their carriers are made with Seacell, an innovative, eco-friendly fabric derived from seaweed and wood pulp. Blended with organic cotton, Seacell creates a breathable, biodegradable material that’s soft, luxurious, and gentle on sensitive skin. With moisture-regulating, antioxidant, and hypoallergenic properties, it’s as thoughtful as it is functional—caring for mothers, babies, and the planet alike.
Scope
Brand Strategy
Brand Identity
Packaging
Social Media
Website
Collaborators
Videography & Photography: Ellie Bobbie
Hair & Makeup: Carolina Rojas
Models: Real Mothers
Who is Minima
Minima is a celebration of mothers who honor tradition while embracing modern solutions. It’s more than a baby carrier—it’s a commitment to simplifying parenthood while maintaining a connection to the past. By thoughtfully balancing functionality and style, Minima empowers mothers to carry their babies with confidence and grace.
At Minima, sustainability goes beyond eco-friendly materials. It’s about creating tools that simplify and support the beautifully complex journey of motherhood. We understand that true sustainability is about helping mothers find balance in their roles, passions, and well-being while caring for the world they will pass on to their children.
Our Approach
The challenge: to build a brand that honors timeless traditions while speaking directly to the needs of modern mothers. Minima needed to bridge heritage and innovation, creating a cohesive identity that feels warm, approachable, and distinctly contemporary.
We started by grounding the brand in its values—simplicity, sustainability, and style—developing a visual identity that blends clean, minimal aesthetics with a tactile sense of care. Seacell fabric was chosen not only for its softness and functionality but also for its eco-conscious production, aligning perfectly with Minima’s ethos.
The messaging was crafted to emphasize Minima’s commitment to supporting mothers holistically—balancing their roles and celebrating their individuality—while also caring for the planet.
The Brand in the Making
Every detail of Minima’s design reflects its thoughtful approach to motherhood and sustainability. The logo features timeless typography that evokes simplicity and elegance, while the packaging design creates a tactile experience that feels as intentional as the product itself.
The color palette draws from earthy, soft tones, reflecting the brand’s organic roots and connection to nature. Imagery direction highlights real moments of parenthood, showcasing both the beauty and the practicality of Minima carriers. Together, these elements form a cohesive identity that feels both timeless and modern, effortlessly bridging generations.
The End Result
Minima launched in October 2023 as a brand that truly resonates with today’s mothers. It’s more than just a baby carrier—it’s a connection to tradition, a symbol of sustainability, and a tool designed to simplify parenting. Collaborating with the inspiring founders, Carly Neave and Jodie Wood, has been an absolute joy.
Minima is where tradition and innovation meet, offering mothers a product they can trust, admire, and rely on. It’s a celebration of motherhood, sustainability, and design that empowers families to carry forward their own stories.
Kind words from Minima
“Starting a new business is never easy and pretty daunting at times! Jess and the Sunstone team not only created a brand we love and are incredibly proud of but the patience and support she showed us along the way was second to none and she has gone above and beyond her scope of work to make sure we have everything we need.
Jess is incredibly talented and her service is brilliant. So much so I booked her onto another brand job straight away. Thank you Jess.”
Carly Neave - Co-Founder of Minima