BabyGanic’s founding fathers are two dads with young families who share one mission, “to create a baby-safe world”. They had a fantastic range of organic household products which actually work and are safe to use around precious new babies and young children. What they needed was to create a brand that would reflect the strong, muscular nature of effective cleaning but allow its nurturing and caring side to shine through.

Taking its visual cue from the iconic ‘Men at Work’ symbols, the packaging mixes both verbal and visual wit. The logo itself represents the two dads, Kevin and Keith and their two first born babies safely housed under a roof incorporating the tagline, “Works Hard, Plays Safe”. The brand has since evolved to include several other baby-safe categories, sunscreen, diapers and baby creams.


Marketing, Branding, Strategy, Interactive, Creative Direction, Content, Typography, Illustration