If you knew of GoldBug, it was likely you knew the name through one of its four brand faces – there was Go by GoldBug™, TravelBug™, On the GoldBug®, and, the classic, GoldBug™. For decades, these names weren’t prominently in the public eye, despite being one of the largest branded suppliers for baby and kids products in the US. Now evolving into a direct-to-consumer company for brands like Walmart, it’s had to contend with modern-day tastes.
Kids and baby brands are known for being sickly sweet, for good reason. Gentleness denotes care, which is a value that has been baked into baby brands for generations. But, Meg Jannott, head of design at Scorpion Rose Studio who led on the GoldBug rebrand says that, “we are noticing that children’s brands are becoming more bold and vibrant. [Studios] are breaking away from traditional ‘baby’ visuals within the landscape and creating a brand that new parents want to purchase from and be a part of.” Meg wanted to introduce some similar shift from saccharine neutrals for GoldBug.
“When we were going through the design process, we showed our branding on a tote bag to new parents, asking ‘would you use this?’,” says Meg. “This was a clear, simple way to establish if the logo felt modern and dynamic enough to live beyond the ‘traditional’ children’s space.”
