CALIFORNIA BABY
Consumer Product Concepting
California Baby has been on the cutting edge of safety and innovation for lifestyle activists (a.k.a. moms) for over 15 years. What started as one mom’s quest for natural baby products has now grown into a beloved collection of bath and body products for babies and kids.
Their founder came to CAA (Creative Artists Agency) Brand Studio because she hoped to see innovation in more spaces that mattered to moms. Building upon her lifestyle legacy of solutions through eco-friendly fun and the brand's California cool personality, I worked with CAA’s Chief Creative Officer to develop California Baby into ten new lifestyle categories. I created a brand book, concepted unique packaging and an identity system that kept with the brand's original charm. To embrace the needs of textile, home and apparel categories, we developed new signature designs and patterns.
