Baby Central
What they said: “Our competitors are taking us over. We need to level up.”
What we said: “Hop in, let’s go!”
The problem:
Baby Central, a shopping platform for parents operating across Singapore, Hong Kong, Australia, and New Zealand, had built a solid presence in the market. But their brand and website were no longer keeping pace with competitors. The digital experience lacked warmth, consistency, and modern functionality, making it harder to connect with two key audiences: parents looking for trusted baby products, and brands hoping to reach them. The challenge was to create a brand and user experience that could meet the emotional needs of new parents while delivering the credibility and professionalism needed to attract B2B partners.
The solution:
We gave Baby Central a complete brand and website refresh that felt human, helpful and built for growth. The new look is clean and confident. The tone is warm, welcoming and grounded in real-life parenting moments. We designed a system that feels personal yet professional, balancing brand storytelling with commercial clarity. We also ensured the brand stayed culturally sensitive while remaining visually consistent across four very different markets. The result is a smarter, more intuitive platform that meets the needs of modern families and the brands that serve them.
The process:
We began with strategic workshops to understand Baby Central’s audience segments and brand ambition. From there, we developed a refreshed brand identity and tone of voice rooted in empathy and trust. We created a design system that flexes across cultures but remains recognisably Baby Central at every touchpoint. On the website side, we focused on usability and warmth. Every detail, from the structure to the microcopy, was designed to create a seamless experience for busy parents. The result is more than a visual update. It is a brand that feels as thoughtful and adaptable as the people who use it every day.
Some humble brags
Some humble brags
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