If you were going to design an infant formula intended to appeal directly to the same millennial demographic that clicks on Instagram ads for Away suitcases, Great Jones cookware, Glossier makeup, The Sill plants, Ritual vitamins, Outdoor Voices leggings, or any of the hundreds of other direct-to-consumer, venture-funded lifestyle companies who use on their websites either the familiar millennial D2C sans serif font or have moved to a gentle, low-contrast, sometimes ‘70s-inspired serif font, you would most likely come up with something very closely resembling Bobbie, a “European-style” formula company founded by two Silicon Valley moms that launched in January. Romper
