I was given complete creative freedom to develop the business strategy and art direction for a line of baby travel cleaning kits, from naming the product to crafting its art direction, conducting strategic research, and defining brand values. The core concept centers around Mindfulness, aiming to position the product as a holistic, natural brands like Weleda and Coterie, while slowly shifting the segment toward luxury.
The name, Baby Sage, draws inspiration from the holistic approach to cleansing, while also referencing the botanical strength of sage, a potent antibacterial plant. This concept is reinforced throughout the brand's messaging, positioning Baby Sage as a premium, wellness-driven product.
The art direction is rooted in soft tones with a focus on watercolor illustrations and flowers to evoke a sense of natural, herbal healing. The aesthetic intentionally mirrors the look and feel of traditional herbal medicine, aligning with the product’s holistic, mindful approach.
The research portion of the project highlighted a growing trend in the baby care segment, with consumers increasingly seeking luxury, wellness-oriented products. This insight informed the positioning and strategy, allowing Baby Sage to meet a growing need in the market.
