The decisions that shaped it:
The wordmark carries a spiral inside the final O. That spiral became the hardest working element in the system, repeating across stickers, patterns, labels and packaging.
The palette is warm pastels: peach, mustard, lilac and olive. Soft enough to feel safe to parents, bright enough to hold a child's attention on a crowded shelf.
And it was built as a system, not a logo. The same identity runs across snack packaging, shopping bags, stationery and the storefront, so the brand reads as one everywhere a family meets it.