Captivate the curious.

Baby Einstein —
Brand System, Packaging

A legacy educational toy brand, Baby Einstein reached a pivotal moment. As traditional retail shifted and new channels emerged, it needed to stay meaningful to today’s parents and kids. Our team helped reposition the brand around a simple but powerful idea: Be Curious.

We partnered with Baby Einstein’s leadership and product teams to translate this strategy into a scalable identity system. The brand needed to stand out in a saturated category, evoke curiosity, and provide clarity. To do that, we grounded the system in bold contrasts and used color and whimsy with intention.

I led the team in refining the logo and typography, giving the iconic face a more curious expression and strengthening the wordmark for global use. We introduced color accents for wayfinding, built a packaging system adaptable to multiple languages and product tiers, developed a new photography style, and codified brand guidelines.

The updated identity signaled a more thoughtful and modern approach, reasserting Baby Einstein’s presence on and off the shelf. The brand has since scaled confidently into new markets and channels, while staying true to its mission of sparking curiosity.

Role —
Associate Creative Director

Team —
Creative Director: Wade Thompson
Designers: Michael DiCristina, Graham Robson, Cameron DeMattia

Client —
Kids2
Chief Growth Officer: David Butler