Comfort & Harmony is Kids II’s brand that does just what it says in the name – provides comfort for babies and harmony for mom and baby. This is a soft and sweet brand that promotes the bonding moments between a mother and her baby.

The previous identity was not capturing this essence, so in 2014 C&H received a makeover that was fitting for the brand. The new identity relates more to the sweet, premium styling of the products with the ampersand icon that implies a mom cradling her baby. With embroidery and stitching being key components in C&H products, the identity also needed to be versatile. The seal, simplistic icons, short focus photography, softer color palette all reflect the sweet nature of this brand.

The process included defining the brand’s 3 key design principles, a new identity, brand language, packaging design system, brand style guide, environmental graphics, POP, marketing elements, new website and many other digital graphics.