Captivating the curious.

Founded over 20 years ago, the educational toy brand Baby Einstein needed a relaunch. The ask was to make the brand more impactful and relevant to today’s parents and kids. We partnered with Baby Einstein’s leadership and product teams to redefine the brand strategy and update the visual identity.

Baby Einstein products are designed to nurture curiosity. The new brand supports this concept through bold black and white contrasts, pops of color, and delightful details. Our team refined the logo, giving the face a more curious expression and strengthening the typography so the mark could easily translate across global markets. We created patterns and icons, updated the color palette, and defined a new photography style. We also designed extensive concepts for Baby Einstein’s packaging system and digital channels.