We rebranded Baby Logic, formerly "Bibs and Binkies," to position it as a modern, gender-neutral, and franchiseable baby boutique and parenting resource. The project included developing a cohesive visual identity and design systems plus a storefront elements that align with their vision for a modern baby retail franchise.
We developed Baby Logic’s visual identity based on insights from a brand session led by an external strategist, focusing on translating the brand’s personality, values, and positioning into cohesive design systems.
The logo combines a pacifier, symbolizing comfort and security, with a lightbulb, representing knowledge and experience, to embody Baby Logic’s core values of education, technology, and safety. A gender-neutral color palette of navy and mint, accented with coral and gray, along with bold, modern typography, delivers a fresh and inclusive aesthetic.
The redesigned identity emphasizes sophistication and
trust, with a storefront inspired by Pottery Barn Kids,
featuring white wood panels and columns that highlight
the bright, spacious interior.
