Emulait
©Kingsland
Lead Strategist : Douglas Brundage,
Creative Director: Romy Mesak
Designer: Divyakshi Kedia
Brand Positioning,
Brand Voice, Social Strategy,
Visual Identity System, Content Strategy
A brand world for Emulait, helping a breakthrough baby bottle feel as emotionally intuitive as it was technically advanced.
Challenge
Emulait was entering the babycare space with a product designed to rethink one of the most familiar objects in parenting. The standard baby bottle had not meaningfully changed in decades, and Emulait’s biomimetic approach offered something genuinely new. The challenge was to launch the brand in a way that felt distinctive and credible, while still feeling warm enough for parents navigating an emotional and personal stage of life.
Approach
We helped shape Emulait’s positioning, voice, and visual system around the parents themselves, not just the product or the baby. The “Yours Truly” platform gave the brand a more human center, balancing innovation with care. Visually, the system leaned into Emulait’s signature purple while adding warmer tones, soft photography, whimsical illustration, and polished product renders. This helped the brand hold both sides of its story: tech-forward and deeply personal.
Results
The work helped Emulait become a more defensible and differentiated brand in the babycare space. Its social presence grew quickly, reaching almost 100K followers on Instagram and 126.1K followers with 2.7M likes on TikTok within a year. The brand also raised an $11 million Series A, launched the “Milkin’ It” podcast, saw sell-outs in under 24 hours at launch, and earned press in Fast Company, Forbes, USA Today, and more.
