As the UK’s leading parenting club, Bounty UK has 98% hospital penetration and if a pregnant woman in the UK – you’re guaranteed to come into contact with the brand.

However, beyond the hospital environment Bounty was vying for brand recognition. Truth re-invigorated its identity and developed systematic guidelines to support the diversity and end-user touch points in a consistent and coherent way.

Truth also designed the Bounty packs and all the printed parenting guides which are distributed via various high street retailers and NHS environments. The quarterly guides were printed in the tens of millions across the five parenting stages and reached 98% of new parents in the UK.

Brand Identity

"We really wanted to create something that was less medical and more reflective of the joy of becoming a parent. The branding was designed to be fun and playful without being childish."

Darren Scott – Founder, Truth.


We also made the best of a tight budget to deliver an extensive library of photography for use across all branded literature and online.