Since 2012, Guava has been on a mission to help parents recharge by developing equipment that makes travel and activity more accessible. Instead of repurposing the same old engineering, they set out to create new original designs. These new approaches for strollers and travel-friendly cribs made frequently-used gear more radically portable, fusing together a balance of functionality, aesthetics, and longevity. After years of establishing themselves as a product design powerhouse, it was time to level up their visual identity to match. As their manifesto would say, “challenge accepted.”

Blazing the trail for experiences to come, we brought together a playfulness that mirrors the adventurous of heart and the confidence of a path well-worn. This exercise was an identity overhaul—taking a fresh look at everything from logos and photography styles, to packaging and web presence. Together, we utilized the strategic foundation to support and justify evolutions for the visual identity that would resonate with their primary audience. This new visual presence would better reflect their expertise and personality through an identity that felt more modern, confident, and adventurous.

Inspired by the great outdoors, the new color palette emphasized the product’s ability to connect audiences with nature. Whether it be a reminder of the ferns rustling as a runner passes or the dusty sand underfoot, the Guava brand is built to integrate with and complement the beauty of the natural world. A typography system that is both modern and approachable added a balance of softness and stability that a parent could admire. Graphic flourishes by way of topographic textures, custom playful badges, and geometric icons gave us a robust palette to make every marketing touchpoint unique.

After the identity was finalized, we rolled out the new design style into all of their product-related touch-points, refreshing instruction manuals, advertising, and e-commerce alike. This new toolkit provided a road map to be used both by internal team members and external partners as resources moving forward.

Post-launch, the Guava team and I have been working together to continually find new ways to keep the brand fresh through campaign refreshes. Each evolution is informed by market feedback and engagement, which has provided us with an in-depth reservoir of insights of what is performing well in a variety of audience segments.

Take the long way home to discover something new.

Fonts used: Matter & Reckless