Moby Wrap

Hands-free ease.

Moby makes the soft, stretchy wrap carriers that hold a baby close in the first months of parenthood. The name says it plainly; Mother & Baby, and the whole brand exists to protect that closeness.

Moby was moving into mass retail, and the brand had to grow up without losing its heart. The job was to modernize a beloved identity and make its story legible on a big-box shelf, where you have about three seconds to earn a parent's trust.

The work was a full rebrand , packaging architecture, creative direction, photography, instructional illustration, and positioning built for retail. A cleaner, more premium system, warm where it counts, clear where it has to be.

Moby landed on shelf with a refined presence, launched successfully into big-box retail, and walked away with an identity that holds trust, style, and connection at once.

https://mobywrap.com

Creative Direction, Rebrand & Packaging

Laptop displaying a website for MOBY with images of women carrying babies and promotional text.
Open booklet with instructions on how to use a Moby classic wrap, featuring illustrations and a photo of a woman wearing a baby in the wrap at the beach.
A woman holding a sleeping baby close to her chest in a patterned sling.
Two boxes of Moby baby carriers with models demonstrating how to wear them. The left box is for petite pickable bottom with a woman carrying a baby, and the right box is for the evolution wrap with a woman carrying a small child.
Close-up of a baby sleeping on a person's shoulder, wearing a beige garment with a "MOBY" tag, with icons indicating the product features: luxury viscose, no harmful chemicals, silky soft, stays cool to the touch.
A woman is smiling and carrying a young child in a gray Moby baby carrier outdoors. The child is looking to the side with a happy expression. The background is blurred greenery.
A woman with red hair holding a baby close to her chest in a beige carrier labeled 'MOBY', with the baby's head resting on her chest and her hand gently supporting the baby's head.
Two women, each holding a baby in a baby carrier, standing against a white background. The women are smiling and dressed in casual clothes, with a blue circle at the bottom right corner displaying '2-in-1'.
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