Parenting is an unpredictable journey filled with challenges and joy, and GoldBug, a woman-owned distributor of infant and children’s accessories founded in 1968, sought to consolidate its brands into a cohesive identity. The collaboration aimed to reposition GoldBug as a trusted companion for parents by embracing the essence of parenthood and shifting from a travel-focused brand to one centered on everyday adventures. The rebrand captures the spontaneity and joy of parenthood, reinforcing GoldBug's commitment to quality and reliability.

Solid yellow background
Embossed letter B on purple background
A joyful family embrace with a parent hugging two smiling children indoors.
Blank white background
Purple card with the word 'GoldBug' amid yellow flowers
Poppins font sample showing letters in uppercase and lowercase, displayed on an orange rectangle with a yellow background.
Baby reaching for a yellow flower held by an adult's hand, with a blurred background of a grassy field.
Canvas tote bag with 'GoldBug' logo hanging on tree
Close-up of wooden clothes hangers with metal hooks hanging on a rail.
Cardboard box with colorful printed tape and partial text "Gold Bu…"
Person packing a backpack with a colorful, patterned cloth, sitting on a couch.
Illustration of a stylized flower with a geometric bee on it, set against a green background. The flower has red petals and a yellow-green stem and leaves.
A baby sitting on a wooden floor, wearing blue overalls, reaching out to touch several wooden blocks scattered on a yellow rug.
Illustration showing different age groups with bug icons: a caterpillar for 0-6 months, ladybug for 8-12 months, bee for 12-24 months, moth for 2-4 years, and butterfly for 4-6 years, labeled 'Shop by Age' on a light blue background.
Four Instagram posts by "goldbug" against a black background. From left to right: a mother holding a child with a yellow sunflower border, a graphic with text "What's your post-partum plan?" on a light blue background, a man holding a baby outdoors, and a post featuring a diaper bag with text "Deluxe Flap Diaper Bag" on a purple background.
Billboard for GoldBug with three panels. Left panel shows a close-up of a baby holding a flower with text "We don’t." Middle panel features colorful illustrations of flowers and butterflies with text "just go,". Right panel shows two children smiling and playing with text "we grow."

Lafayette American

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MUSE Design Awards 2024 - Gold

Graphis Design Annual 2025

2024 Indy Agency News—Top 40 Award

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