Nuby has always believed that baby products should bring a little joy along with practicality. But in a category that had drifted into a sea of beige, soft tones and predictable design, standing out was becoming harder. Nuby wanted to be noticed again. Not by shouting, but by being unmistakably themselves.
With big ambitions and a natural Jester spirit, Nuby needed an identity that felt playful without being childish. Something that parents could smile at, trust, and recognise instantly on shelf. The challenge was to bring colour and character back into the baby aisle, while still feeling smart, safe and credible.
We started by listening to parents. Busy, tired, often overwhelmed parents who do not have time for gimmicks or overcomplicated choices. What they wanted was clarity, confidence and a brand that understood their reality. Nuby did not need to talk louder than everyone else. It needed to speak more cleverly.
From this came a simple idea. Less beige. More baby. A celebration of colour, curiosity and personality, rooted in the way babies actually experience the world. Bright, playful and full of energy, without losing purpose or trust.
We evolved Nuby’s visual identity to reflect this outlook. Colour became a defining asset, used with confidence to bring warmth and joy back into the brand. Playful graphic moments and expressive typography added character, while clear structure and hierarchy ensured products remained easy to understand on shelf.
Alongside this, we developed and produced a new photography and video style that felt more honest and relatable. Instead of perfect babies in staged, unrealistic settings, we focused on close crops, real expressions and everyday emotions. The approach allowed parents to see their own child in the work, recognising moments they experience every day rather than an idealised version of parenthood.
Every element was designed to work hard at the point of sale. The system was bold enough to stand out in a crowded aisle, but disciplined enough to scale across a wide product range without losing clarity or cohesion.
By leaning into colour, emotion and relatability, Nuby reclaimed its place in the baby aisle. Not by blending in, but by reminding parents that baby products can be practical, trustworthy and joyful all at once.
