Brand creation for an educationally and technology-driven baby retail store
Baby Logic helps people become parents. More than just a baby store, Baby Logic is a trusted resource for both new and practiced parents. No matter their know-how, customers are soothed by knowledge, cradled in experience, and swaddled with quality-tested products that take the uncertainty out of parenting.
Baby Logic evolved from “Bibs and Binkies” with the help of our team.
Owners Rachel and Dustin Rising wanted to elevate their Montana baby boutique to a sought-after brand that was “franchisable;” a brand that was educationally and technology-driven.
The branding process started with the two founders and marketing director establishing their core values and mission statement. Together, they agreed they wanted to evolve from a female-oriented baby boutique that stocked "cute" things to a gender-neutral baby store that promoted knowledge, technology, and security over the appearance. Coincidentally, the "cute" appearance was immediately dropped because all the products that supported the values were high-quality and professional.
Logo Design Strategy
BabyLogics' brand pillars (knowledge, technology, security, equality) led the strategy of the design process. The symbol is a forced-connection logo featuring three parts: the pacifier (comfort, security), lightbulb (knowledge, experience), and the reason why BabyLogic exist (because babies exist): uterus doubling as the lightbulb’s filament, and a sperm doubling as a highlight on a pacifier. Visby typeface and Navy / Mint color palette were chosen due to their gender-neutral qualities.
Supporting Visual Identity
To pair with the logo, supporting colors Coral and Grey were chosen, and custom patterns were created directly from the symbol for print.
The BabyLogic symbol represents everything the business values:
– representing comfort and security
– representing knowledge and experience
The secret addition that will never be unseen are the "baby-making" parts: uterus / lightbulb's filament and sperm / highlight on pacifier. When baby-making parts connect... Baby [Logic] is born.
Inspired by Pottery Barn Kids, Baby Logic’s storefront design features white wood panels and columns that highlights its bright and spacious inner store design. Often located in malls, the stores’ white design pops out against its dark-colored neighbors.