merit
Working with the GoldBug team, we explored the essence of parenthood, celebrating the beauty in unscripted everyday moments. We identified the strategic creative territory of “Everyday Adventure,” reframing parenting’s chaos as a series of authentic memories contributing to a magical journey of growth. This also shifted the brand positioning from “travel” to everyday and on-the-go experiences, laying the foundation for our brand strategy.
We established the tagline “We don’t just go, we grow,” encapsulating the brand's mission to support children and parents on their journey. Every touchpoint, from print to digital, reflects the brand’s new identity, creating a cohesive and compelling experience for consumers.
Parenting is an unpredictable journey, filled with both challenges and moments of pure joy. GoldBug, founded in 1968, is a woman-owned distributor of infant and children’s accessories. Goldbug came to us with a desire to consolidate its various brands (GO by Goldbug™, TravelBug™, On the Goldbug®, and Goldbug™) into a cohesive, direct-to-consumer identity. Our collaboration with GoldBug aimed to strategically reposition the brand as a trusted companion on the parenting journey, offering innovative products that simplify and embrace life's big and little moments.
Drawing inspiration from the notion of growth and adventure, we crafted a brand identity that resonates with modern parents. The logo, typography, and color palette were carefully curated to reflect the brand's commitment to quality and reliability, while exuding a sense of optimism and playfulness. The new logo was designed to pay homage to the previous Goldbug logo which featured a butterfly, as a way to carry the brand’s legacy into this new chapter. Illustrations featuring subtle imperfections and photography highlighting candid, authentic moments, further reinforce the brand's message, capturing the spontaneity and joy of parenthood.
From print and packaging to digital applications, every touchpoint reflects the brand's new strategy, creating a cohesive brand experience as both a B2B and B2C brand.
The rebrand will continue to roll out publicly throughout the year. More results to come
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