Le Purée
Scaling a startup to category leader.
Building the brand behind Australia's leading fresh baby food company. Le Purée evolved from an early-stage business started in her home kitchen into a trusted household name ready for retail and national and international growth.
ERIN JERIES
Revolutionising Baby & Kid Food
The Challenge
Le Purée began in one mum's home kitchen with a simple mission: help families nourish their babies with fresh, nutrient-dense food. As the business grew beyond local meal deliveries, that mission grew too. The brand needed to evolve from a startup identity into one capable of leading a category, supporting retail expansion and carrying a much bigger vision for the future of infant nutrition.
Brand Evolution
Parents already trusted the product, but the brand still reflected where the business had started—not where it was going. As Le Purée expanded into new products, retail and education, the existing identity could no longer communicate the quality, credibility and ambition behind the business.
Business Impact
• Positioned Le Purée as a premium leader in baby nutrition.
• Created a scalable brand ecosystem across retail, digital and education.
• Enabled expansion into new product categories and campaigns.
• Strengthened credibility with retail partners and investors.
• Built a long-term platform for national and international growth.
Working with Kirby has been nothing short of incredible. She has a true visionary gift, stepping into your business and instantly feeling like part of the team. She uses “we” and “us,” and it’s clear she cares deeply about what you’re creating, not just the output.
In our 12 years of business, she stands out as the most creative, strategic, and reliable person we’ve worked with. Kirby delivers every single time, and we couldn’t recommend her more highly for anyone looking for exceptional design and creative partnership expertise! Thank you Kirby, it always a pleasure working alongside you to bring something special to life!
CEO — TINY HEARTS & HERO
BRAND & VISION CLARITY SESSION
I'll help you see what you can't see. We'll discuss your next level vision and the brand identity it will take to get there. I'll help you see what you can't see. We'll discuss your next level vision and the brand identity.
BRAND & VISION TRANSLATOR
RESULTS
Scaled mission-led brands revolutionising their industry
LE PUREE
Built the No.1 Australian baby food DTC brand
I evolved the early-stage brand to Australia's leading baby food brand revolutionising how we feed our bubs.
LE PUREE
Built the No.1 Australian baby food DTC brand
I evolved the early-stage brand to Australia's leading baby food brand revolutionising how we feed our bubs.
BRANDS FOR WELLBEING
Vision has a voice.
Mission has an aesthetic.
Impact has an identity.
KOKORO acknowledges the First Peoples of Australia, their Elders past, present and emerging. We pay our respects to the traditional storytellers, designers, artists and owners of the land on which we live, work and create on.
KOKORO is an inclusive creative studio and an ally of LGBTQ+ community and the movement toward equality.
KOKORO STUDIO PTY LTD. ©2026