Safety 1st Packaging Rebrand
Unique Contributions
Art Direction | Graphic Design | Cross-Functional Sell-In | China Production
Redesigned entire 2014 Safety 1st packaging line in-house. Challenged to create a cohesive look to represent lower priced peg items while elevating the higher price point gear category. Needed to solve for peg packaging first and then build out the other categories.
Common Elements: Safety 1st logo, diamond motif, white backs and Gotham typeface.
Peg: Experienced purchase. Program based—many skus, color-coded to assist consumer. Product is visible.
Large Safety & Small Furniture: Prenatal and experienced purchase. Product is displayed inside the box so packaging needs to utilize real estateto sell product. Uses product-in-use/lifestyle photography.
Large Furniture & Gear: Prenatal purchase. Needs to look more sophisticated. Product displayed outside the box—packaging can be used to promote brand. Uses product-in-use photography.
Safety 1st Packaging Rebrand
Unique Contributions
Art Direction | Graphic Design | Cross-Functional Sell-In | China Production | Video Direction
Redesigned entire 2010 Safety 1st packaging line in-house. Previous 3 line-looks were done by agencies. The gear category released first so there was more time to refine the peg packaging. Initial color coding of the category was switched to the icon area so we could keep a uniform blue presence on shelf.
