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.