Babies R Us: Icon Branding
The scope:
At the beginning of 2024, Babies R Us announced its partnership with Kohl’s and plans to set up hundreds of pop-up shops in Kohl’s stores by the end of the year. I was commissioned by the brand to design and revamp product icons and several other visual assets that the company would use across both physical and digital media.
The solution:
Working closely with the marketing team, I ensured these icons aligned with the brand’s identity as the go-to destination for a wide range of baby products, from toys to furniture and nursery essentials. In addition, I contributed to refining and updating the brand color palette that will be prominent across all future deliverables.
Photo credits: Jarrett Birnbaum/American Dream
The process:
I began researching competitors to see how they go about designing icons as well as understanding Babies R Us’ style. I drew a few iterations of every icon to explore different perspectives and outputs. I then brought these images into Adobe Illustrator, where I refined them and reworked them according to feedback.
Some icons naturally took more iterations than others due to their complexity. Because of the extremely fast-paced environment the brand was in, to make sure everything was on time for the relaunch, I prioritized working on the easier icons first and making sure my creative process was 100% transparent with the Babies R Us team.
