Babycenter is one of the largest retailers of baby and children’s products in Chile; from clothing and toys to strollers, cribs and car seats.

In the midst of remodeling its stores, the company realized the need to redesign its image and establish general brand guidelines, nonexistent to date, for better communication and recognition by the public.

Hey Diseño worked together with Gea Arquitectos, in charge of the remodeling of the stores, to establish the design lines and rebrand that will be present in each of the stores as of today.

The proposed change was radical: changing both the logo and the color palette was presented as an urgent measure, as well as creating a complete brand manual that would establish the complementary elements to each store.

A clear in-store category organization was established through colors and iconography, and the brand redesign made it possible to standardize the way the logo and other visual elements are used at the points of sale.