Evolving Ergobaby into a Modern Heritage Brand
The Challenge
Reestablish Ergobaby as the category leader in a rapidly evolving baby carrier market, appealing to Gen Z and millennial parents while rebuilding trust and relevance. The goal was to modernize the brand, highlight its product innovation, and communicate its value in a more engaging, accessible way.
The Approach
I led a comprehensive rebrand, repositioning Ergobaby as a modern heritage brand grounded in design, function, and trust. We elevated visual storytelling, introduced CGI and education-first content across web and social, and redesigned key touchpoints—from product pages to packaging—to better communicate product benefits in a clear, contemporary way. We also built a global toolkit and scalable merchandising system to drive consistent, on-brand execution across retail environments worldwide.
The Results
While newly launched, the refreshed brand has already renewed retailer confidence, driving expanded partnerships and stronger commitments from key accounts. The updated positioning and creative have been met with enthusiastic early response, reinforcing Ergobaby’s leadership in a competitive and growing category.
Project Leads
Ergobaby Core Team: Heberto (Herbie) Calves (CMO), Jared Pereira (UX/UI), Victoria Katsarou (Digital), Anne Schmidt (PM)
Agency: The Outset, Linda Honan, Principal.
Outset Leads: Anna Duckworth, Beth Pena, Gemma Mahoney, Blanca San Roman, Flora Feng.
Copy Lead: Tricia Mirchandani, T. Collective
Photographer: Erin Pederson
