Baby Einstein became a household name for their memorable videos that captured the imagination of children for years. In 2013 Kids II purchased the brand from Disney to reinvigorate the brand and take it to new heights. Before introducing Baby Einstein to a new generation of moms, the brand needed to undergo a major brand identity overhaul that would give it a fresh, modern look and be flexible enough for future expansion.

The iconic face and scribbled letters were essential elements to maintain in order to preserve the brand’s high awareness. 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.

Our in-house design group partnered with the legendary Joe Duffy and his firm Duffy to collaboratively refresh this beloved brand.