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A New Look for Disney Baby


As part of The Walt Disney Company's strategy to build a cohesive Disney Baby brand, Office developed the brand's new visual identity, voice and packaging system.

"In taking on this global re-branding, Office pushed us creatively while still feeling completely like Disney," said Jeannine D'Addario, who was VP, Disney Moms & Babies, during the project. "They nailed the design strategy. But most important, the work elicits an emotion -- you see it and smile, or have that moment of 'awww.' It's smart, sweet, funny and memorable."

Office articulated the brand's core attributes and developed the design strategy, visual identity, voice, digital design guidelines and packaging system guidelines. This included a tiered visual system, to help distinguish DisneyBaby products sold in the Disney Store, from those sold in other specialty stores and department stores, and those sold in mass retail locations, like Target and Wal-Mart -- while still unifying and strengthening the brand.

The visual system is distinctly Disney, and also emotionally resonates with new moms. It's playful, with vibrant colors, bold shapes, and clever copy. "The unique challenge here was to build strong branding that could also take a backseat to Disney's iconic stories and characters," says Office founder and creative director Jason Schulte. "It needed to be simple, yet still ownable -- and work with a broad range of franchises, from Pooh to CARS."
2014 OFFICE: Jason Schulte Design, Inc.
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