Babyganics Rebirth

The Problem

Babyganics was built entirely on being organic. While that may have been interesting in 2002, in 2020 being an organic baby brand wasn’t enough to stand out in a market overflowing with wholesomeness.

The Brief

Build a distinctive brand for Babyganics.

In a sea of “good enough” products, we needed a cracking, provocative, category shifting point of view.

The Creative Solution

Kill. Kill the myth of the perfect parent. With every new product burped out by the massive baby care industry the bar is raised on what constitutes “good parenting”.

We needed to lower it. Our decision was to challenge the transactional and air brushed way the category connects with parents - positioning Babyganics as the brand in the market that reminds parents of a simple, timeless truth : “they’ve got this”.

They’ve got this just as much as every other parent “got this”. Letting go of perfectionism and celebrating the chaotic poetry of parenting restored the brand’s cultural relevance and opened new opportunities to serve its audience.