A vibrant identity for a national omnichannel brand

An online and offline baby products retail brand redefines its strategy through design.

Babyoye, India’s largest online baby store merged with Mahindra retail’s Mom and Me chain. The coming together of the online and in-store businesses offered a range of new possibilities in terms of new branding and aesthetic. We designed the brand identity, web presence, retail and the e-commerce site. Babyoye and Firstcry, now stand merged under the Firstcry brand.

Brand & Communication

The brand primarily talks to the expecting mothers and mothers of babies upto 4 years of age. We created a young, modern, casual and fun styling and built in a potential to expand across various properties, the logo lending itself to infinite rearrangements.

Retail & Space

As part of the brand experience programme we designed and engineered the entire retail outlet. A detailed planogramming exercise was carried out, categories redefined, fixtures and props redesigned and laid out. A warm and cozy outlet was created.

Web, UX & App

A responsive site with with tone and pitch for messaging, a section on checklists and collections were elaborated. New paradigms of usability and interaction were introduced and the e-commerce experience was re-cast using the new brand identity.

Brand Design

Online and Offline Communication

Assets for Festive Occasions


Responsive Web Design

The babyoye website experience was defined through a careful selection of elements that offered complete responsiveness. Navigation, landing, listing and purchase flow pages were drawn keeping in mind the stereotypes that the large number of customers had and also eased out the load on the new users. The entire interaction was given a brand new image styling and graphic interface that brought it alive.