ORGANIC BABY & KIDS
Rebranding
BRAND STORY
Organic Baby & Kids was inspired by the arrival of Sofia’s first daughter, Olivia. After her birth, Sofia was determined to provide only the best for her child products that were organic, free from excess sugar, additives, chemicals, and artificial coloring.
This commitment led her to start sourcing high-quality items from around the world and making them available not just to Olivia, but to all children and families in El Salvador.
The brand was born from a personal need, but quickly evolved into a broader mission: supporting conscious parenting through safe, natural, and sustainable choices.
USER INSIGHT
Although Organic Baby & Kids offered high-quality, natural products for families, its previous brand identity didn’t clearly communicate its purpose or emotional value.
The visual system lacked cohesion and didn’t reflect the softness, trust, and warmth that new parents look for when choosing products for their children.
In a market where emotional connection and credibility are key, the brand needed a refreshed visual language that could better speak to conscious, modern families.
CONCEPT
The brand’s previous logo, which lacked visual warmth and consistency.
The rebranding concept aimed to reflect the brand’s natural, ethical values with a more modern, playful, and emotionally engaging identity.
The previous visual system lacked warmth and consistency. My goal was to build a look and feel that’s as soft, joyful, and trustworthy as the products themselves, something that speaks to new parents with calm and clarity.
The new identity uses organic shapes, pastel tones, and hand-drawn elements to evoke tenderness, connection, and a sense of community.
