Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
Strategy + Verbal ID + Writing
Babyology nourishes baby skin with a beautifully simple standard: botanical care made with 100% edible ingredients. That means safer, happier little ones and more relaxed, confident parents—a naturally healthy combination.
For their rebrand, we focused on how botanical babycare made with 100% edible ingredients allows parents to relax and care for their little ones in a way that feels delightfully natural.
It also means babies are free to explore, discover and take it all in, as babies naturally do.
While strategy lays the foundation, the brand manifesto weaves the pieces together, pinpointing emotional touchpoints to explore in messaging.
With simply beautiful babycare, Babyology helps parents worry less and Adore More™. Natural scents, gentle ingredients and loving tetures means more to adore in every product, as well.
The Babyology voice is relaxed and at ease, with a playful spirit attuned to discovery and wonder.
“Bathtime and beyond” brings the brand an imaginative, whimsical cadence when paired with brand imagery.
We reimagined information through a storybook lens to dial up delight in messaging, including ingredient claims, lists and directions.
We framed ingredient claims with the message “Always All Good”, building trust while conveying a relaxed, playful brand voice. This message appears on product packaging and the website to introduce claims.
To explain simple, natural ingredients, we framed product’s ingredient lists with “Easy as 1-2-3. Flowers, Oils & Herbs.”
We lead into product use directions using the “this is the way we…” children’s song lyrics, making them feel whimsical too.
We carried that storybook feeling into our campaign as well with playful phrasing that emphasizes the emotional quality of gentle care.
DESIGN: KATI FORNER /// TRATEGY+VERBAL ID+WRITING: ALLISON DOBKIN // WEB DESIGN: KATI FORNER, ALEX WALKER