BACKGROUND

Safety 1st, a household juvenile brand name for over 25 years and best known for car seats, child safety products, and the distinctive "Baby On Board" signs, is one of the largest North American brands under Dorel Juvenile Group.

Identity | Visual Language | Packaging | Photo Direction

A complete brand refresh was needed to reflect its new product design direction - clean, simple and contemporary while also tying in the legacy and brand loyalty the brand has acquired for decades.  

STRATEGY

The solution was a minimalistic and flexible identity system, integrating the iconic "diamond" and a cheery color palette that pays tribute to the brand's legacy. 

An icon system was implemented to minimize the amount of copy and insets, making the product features a quick and easy read even in multi-language retail environments.

PHOTOGRAPHY ART DIRECTION

A full day photoshoot was conducted to complete the flagship item, Custom Care Tub, for launching the new identity. Model casting, shot list management and post-production were carefully managed to ensure the 

images highlighted the multi-functional product as well as capturing the emotional connection between mother and child through bath time.

RESULT

Since its first introduction at the ABC Kids Show, Las Vegas, the new line look was expanded across all Safety 1st product categories, with an increased placements at Babies R Us.