Evolving a brand while building it out
ROLE
Senior Art Director
DELIVERABLES
Illustration
Packaging Design
Amazon Assets
Brand Templates
CLIENT
Friday 7Care / Infinite Commerce
CONTEXT
A brand that needed more than a refresh
Friday 7Care is a baby and infant care brand specializing in hearing protection—their flagship product is a pair of noise-reducing earmuffs designed to protect babies in loud environments. They had a logo, a font, and a product parents genuinely needed—but a brand system that was getting in the way. The packaging had compliance issues, the illustrations were unlicensed, and the visual language wasn't doing the product any favors. I rebuilt it: new illustrations, compliant packaging, and a scalable Amazon asset framework designed around safety, warmth, and clarity.
CHALLENGE
Unlicensed, non-compliant, and due for an overhaul
Baby and family products live or die on trust, and Friday 7Care's branding wasn't earning it. The existing packaging featured unlicensed artwork and didn't meet children's product compliance requirements—CE, UK CA, materials information, and required regulatory language all needed to be addressed. The logo and brand font had to stay. Everything else needed to be rebuilt, with no lifestyle photography budget and an illustration style that was more clunky than charming.
Previous packaging with unlicensed artwork on left, updated packaging that utilizes brand refresh on right
Previous PDP template on left, new PDP template that utilizes brand refresh and updated photography on right
APPROACH
Illustrations as the storytelling engine
I started by building the brand system before producing any final assets—using placeholder visuals to get stakeholder sign-off on direction before anything was finalized. A copywriter helped ground the visual decisions in a clear brand story centered on safety and reliability, so the design and messaging were developing together rather than separately.
The illustration suite was drawn from scratch. Rather than refining what existed, I created a new set—scene-setting icons depicting the moments where the product earns its place (concerts, fireworks, sporting events, car rides), abstract visuals showing sound being blocked, and a character illustration of a calm, happy figure wearing the earmuffs nestled in a cloud. Hand-drawn in feel but clean and consistent in execution, the illustrations became the primary storytelling tool in the absence of lifestyle photography. Stock photography with seamlessly composited product and existing brand photography filled the gaps.
Packaging templates were designed in Illustrator and Amazon assets—PDPs, A+ content, storefront, and brand story—were designed as a reusable system in Figma, so applying it to new SKUs would be a matter of execution rather than redesign.
Expanded color palette with new visual language
Scene-setting icons and brand shapes, depicting the moments where hearing protection matters most
Use-case icons alongside abstract depictions of sound reduction and calm
RESULT
A system the next designer could pick up and run with
A production designer was able to extend the system to remaining SKUs independently with consistent output. The framework serves as the foundation for future packaging updates, listing optimizations, and marketing materials. Built to pass the fifth SKU test, not just the first.
Friday 7Care Amazon brand story
Friday 7Care Amazon storefront
Updated illustration style, introducing animations for visual interest
Friday 7Care Amazon A+ content template
Friday 7Care packaging template was applied to all SKUs