Kids II is an American company that makes toys and equipment for babies and toddlers under several different brands, including Baby Einstein and Bright Start. This week, they announced the launch of new visual identities for these two brands. Acclaimed designer Joe Duffy has joined Kids II as its creative director and he worked with the agency he founded, Duffy, to develop the new brands.
Baby Einstein products are designed to "enrich baby's young mind with a unique combination of language, music, art, animals and nature" and its new identity is "inspired by discovery and progressive learning". Meanwhile, Bright Starts products are "designed to spark smiles and laughter in babies" and their new look features "simple, bright and amusing elements".
"We are a company driven by design. Joe Duffy’s experience, coupled with his passion for world-class branding and design, have made for a collaborative partnership. As a result, the new identities bring enhanced meaning and power to the Baby Einstein and Bright Starts brands. From on-product branding to textiles and product design, the redesign touches every aspect of the brand and reflects their true essence." - Kids II's Adam Bain in a press release