Babyletto is one of the top nursery brands, known for offering well-made, consciously crafted, and beautiful products. They approached Ludlow Kingsley to reposition and redesign their brand to better resonate with the modern parent. Beginning with brand strategy, we engaged with a range of stakeholders and customers to define the brand's essence. Individuality emerged as a key differentiator, forming the foundation of our messaging and design.

We crafted an updated brand voice and introduced the new tagline, 'Feels Like You.' Subsequently, we modernized the iconic Babyletto logotype and bear mark to enhance their recognition. We also developed a holistic visual identity system featuring delightful colorways, swooping patterns, and hand-drawn iconography to infuse warmth into the brand. Our design work is showcased throughout the web design for Babyletto, complemented by new packaging design, a cohesive visual content strategy and thoughtful photo art direction.