Duffy Rebrands Baby Einstein and Bright Starts for Kids II

Duffy Rebrands Baby Einstein and Bright Starts for Kids II

Toy company Kids II has announced the relaunch of its signature brands, Baby Einstein and Bright Starts.

Leading the rebranding initiatives, designer Joe Duffy has partnered with Kids II as creative director. The Atlanta-headquartered manufacturer says this is the first of many projects that will be led under Duffy’s creative vision.

The Kids II creative design team worked alongside Duffy to produce the updated identities for Baby Einstein and Bright Starts, and engaged with global design firm, Duffy, to redesign and develop a visual brand language for each brand.

The new brand identities, which include both refreshed logo designs and packaging layouts, are inspired by discovery and progressive learning, say the designers.

“We are a company driven by design,” said ‎Kids II design and marketing boss, Adam Bain. “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.”

The rebranded products have already gone on sale, while additional brand identities will launch over the next year.