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.

I came in as Creative Director during a pivotal moment: 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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Daniel Patrick