Captivate the curious.
Brand Evolution, Packaging System, Brand Guidelines, Creative Direction
A legacy educational toy brand, Baby Einstein had reached a pivotal moment. As traditional retail shifted and new channels emerged, the company needed to remain 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 brand system. The identity needed to stand out in a saturated category, evoke curiosity, and bring clarity across an expanding product ecosystem.
As Associate Creative Director, I led the refinement of the identity system across logo, typography, packaging, photography, and guidelines. We evolved the iconic face with a more curious expression, strengthened the wordmark for global application, introduced color accents for navigation and wayfinding, and developed a packaging system adaptable across languages, product tiers, and retail contexts. We also established a new photography approach and codified the system through comprehensive brand guidelines.
The refreshed brand brought greater cohesion and flexibility to a growing product line, helping Baby Einstein scale confidently across 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