FRIDAY 7CARE

A safety-led refreshed brand system for baby earmuffs, designed to build trust

I led the development of a brand refresh for Friday 7Care, creating a playful, trustworthy, and cohesive brand system for this line of baby earmuffs. This refresh set the foundation for all consumer-facing assets, including packaging, Amazon listings, and brand storytelling.

My Role:

Art Direction, Illustration, Packaging, Graphic Design

Client:

Friday 7Care / Infinite Commerce

Team:

Senior Art Director (myself), Production Designer, Copywriter, Legal/Compliance Counsel, Photographer, Brand Manager

Scope:

4 SKUs

Timeline:

2 Months

The challenge:

Friday 7Care’s existing branding appeared inconsistent, juvenile, and untrustworthy. They also had packaging designs that were off-brand, non-compliant with children’s product regulations, and featured unlicensed artwork.

Objectives:

Establish a unified, contemporary brand system
Ensure legal compliance across all packaging and assets
Enhance perceived safety and reliability for children’s products
Provide a scalable framework for future SKUs and marketing assets

Constraints:

Minimal product photography, no budget for lifestyle imagery
Low-quality legacy assets
Brand logo and fonts needed to remain the same
Quirky, clunky, and dated illustration style to work with

Strategy & approach:

I collaborated with the copywriter to develop messaging and brand story that reinforced trustworthiness and reliability. This informed the visual design system.

Key strategic decisions:

Created a brand system before asset production, using FPO images to get stakeholder approval prior to full execution
Focused on a minimal, playful aesthetic using original illustrations and icons to communicate product features and usage
Maintained a thin black outline in illustrations to preserve brand recognition while modernizing the style
Designed the system to be scalable across SKUs, allowing consistent copy and design templates to be reused for multiple colorways

Execution highlights:

Oversaw the creation of Amazon brand templates: PDPs, A+ content, storefront updates, and brand story

Developed a packaging template aligned with new brand guidelines and legal compliance
The framework was designed for scalability: one system could be applied to multiple SKUs with minimal adjustments
Production designer applied the system to remaining SKUs, ensuring speed and consistency

Impact & takeaways:

The system provided clear guidelines and scalable templates, making it easy to expand across new SKUs

Simplified copy and design reduced complexity for the team and allowed consistent application of the brand across all touchpoints
Established a foundational brand system that will guide future listing optimizations, packaging updates, and marketing materials