A woman with long hair is holding a baby in a baby sling on her front, standing outdoors during golden hour. The woman is gently touching the baby's head, and the baby has short dark hair and is looking down. There are trees and plants in the background.

Moby Wrap: Hands-free ease

Moby Wrap is a babywearing brand best known for its soft, stretchy wrap-style baby carriers that emphasize comfort, connection, and bonding between parent and child. The name “Moby” stands for “Mother & Baby”—reflecting its core mission to support closeness and attachment in the early stages of parenthood.

  • Served as Creative Director for Moby Wrap during a pivotal brand evolution, leading strategy and design as the company expanded into mass retail.

  • Full rebrand including packaging redesign, creative direction, photoshoots, instructional illustration, and brand positioning for big box introduction.

  • Modernize the brand’s visual identity while preserving its emotional legacy, and translate its storytelling into a format that would resonate on retail shelves.

  • Developed a clean, premium design system supported by emotionally resonant creative, strategic packaging architecture, and cohesive brand storytelling.

  • Moby achieved a refined shelf presence, successful launch into big box retail, and a redefined identity that balanced trust, style, and connection.

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'.