Kids II, global leader in infant and toddler toys and gear, has announced the relaunch of signature brands, Baby Einstein™ and Bright Starts™. Leading the rebranding initiatives, designer Joe Duffy has partnered with Kids II as creative director; this is said to be the first of many projects to be led under his creative vision at the company. The Kids II creative design team worked with Duffy to produce the updated identities for the signature brands, and engaged with internationally recognized design firm, Duffy, to redesign and develop a visual brand language for each brand. The new brand identities, including refreshed logo design and packaging, showcase the company’s core belief in design excellence.
“We are a company driven by design,” said Kids II Design/Art Director, Marketing Creative & Imaging, Adam Bain. “Joe Duffy’s experience, coupled with his passion for world-class branding and design, have made for a collaborative partnership. As a result, the new identities bring enhanced meaning and power to the Baby Einstein and Bright Starts brands. From on-product branding to textiles and product design, the redesign touches every aspect of the brand and reflects their true essence.” The brand revitalization of Baby Einstein coincides with the 20th anniversary of the iconic brand of the developmental products designed to enrich baby’s young mind with a unique combination of language, music, art, animals and nature. The new visual identity is inspired by discovery and progressive learning. Bright Starts, products designed to spark smiles and laughter in babies, is rebranded with simple, bright and amusing elements.
“We are dedicated to designing for kids because we are kids at heart,” comments Duffy. “The new visual expression offers an experience that kids engage in and parents ultimately trust. The design concept delivers differentiation in a highly competitive marketplace and reinforces the brilliant design executed in Kids II products.” Duffy has been a GDUSA Person To Watch and was listed among the most influential designers of the era by GDUSA readers in the 50th Anniversary Survey.