JoJo Maman Bébé

When I’m not making magic for brands, I enrich the projects of creative studios and this rebrand was one of my favourites. When I got the call from Office Twelve, I tried to play it cool but I think the team there know me well enough to recognise my excitement.

Following comprehensive consumer research, this esteemed household name saw an opportunity to reflect and rediscover their true essence. They aimed to express this through a refreshed tone of voice (thanks to the talent at Yarn Copy), a new logo, and a complete design overhaul. Our challenge was to collaborate and bring the brand's authentic personality to life.

From the initial brainstorming to the final execution, working with this team was a bundle of bouncing joy! Our collaboration marked the inception of innovative design theory and execution, resulting in something truly remarkable that we can all take pride in. We took the energy and vibrancy of the children who wear the clothes and harness joy and fun they bring to their product designs. They really embrace the adventurous spirit children have, adding fun detailing, letting the adventure continue. We developed creative solutions to infuse the brand with the dynamic, energetic joy it is known for.

The new identity for JoJo Maman Bébé features a playfully curated hand-drawn logo, typographical treatments, and remarkable variations in tone of voice. This new identity will be rolling out in stores and online in the coming year.