Nuby - Brand and Packaging
Nuby: How we crafted a striking new identity for a baby brand determined to stand out. With ambitious goals and an innate playful spirit, Nuby required an identity that was fun yet not juvenile—something that would resonate with parents by evoking trust and instant recognition on store shelves. The goal was to inject vibrancy and character back into the baby section while maintaining a sense of intelligence, safety, and reliability. We began by listening to parents—busy, fatigued, and often overwhelmed individuals who needed straightforward options without unnecessary distractions. What they sought was clarity, confidence, and a brand that empathized with their lives. Nuby didn't have to be louder than the competition; it needed to communicate more intelligently. This led to a straightforward concept: less beige, more baby. A homage to color, curiosity, and personality, rooted in how infants genuinely perceive the world. The brand evolved to be bright, lively, and energetic, without sacrificing trust or purpose. We revamped Nuby’s visual identity to embody this vision. Color became a prominent feature, applied confidently to inject warmth and joy into the brand. Playful graphic elements and expressive typography contributed character, while a clear structure ensured that products remained easily identifiable on the shelf. In addition, we created a new photography and video style that felt authentic and relatable, shifting away from idealized, staged images of babies to focus on genuine expressions and everyday emotions. This approach allowed parents to see their own children reflected in the work, recognizing familiar moments rather than a sanitized version of parenthood. By embracing color, emotion, and relatability, Nuby reestablished its presence in the baby aisle—not by conforming, but by showing parents that baby products can be both practical and joyful.