The funny thing about Dodo Babies, which makes everyday affordable baby products, is that it found me just as I had spent the last three months as a new parent gaining intimate knowledge of the consumer side of the baby gear industry. My mind was flooded with current trends in patterns, products, colors, and branding, which made this rebrand uniquely fun to work on.
Dodo Babies wanted to leave their dated old identity in the past in favor of something modern, and with more personality. Given the name, the dodo mascot seemed a natural choice. The supporting identity used simple geometric shapes in unique, versatile combinations and a gender-neutral palette that could be applied across the brand to create a diverse, cohesive system of patterns no matter how many products were added to the line.