Crescent Womb

Crescent Womb is a pioneering baby brand, born to promote one thing - infant sleep safety. In the United States alone, over 3,500 sleep-related infant deaths occur every year. Driven by this desperate need, a completely breathable, CPSC compliant infant safety bed was invented by James Spencer in 2016 to ease a baby’s transition from the womb to the world.

Scope

Brand Foundation
Brand Redesign
Photography

Crescent Womb came to Hype to elevate the established brand to be better connected with parents and become a reliable source of education and quality. Before putting pen to paper, the Hype team needed to become extremely familiar with the target audience, market, the risk that this problem creates, and the solution that the product serves. Only after an extensive research phase and many discussions with the client, it was clear that the brand needed a redefined story and an updated visual identity to increase credibility and to stand out among competitors.

Brand Foundation

Sleep safety is a global issue. Crescent Womb is driven to disrupt the industry complacency surrounding it. Their messaging needed to convey the urgency of this issue with comfort and eloquence to arouse new parents into action. The tone of voice had to be “matter of fact” and mimic the medical community, but be accompanied with feelings of reassurance. Hype developed a brand foundation that is informative yet calm, offering an honest perspective and giving parents peace of mind, along with more sleep.

Brand Redesign

There was a lot to consider for the redesign phase. Dedicated to education and becoming the catalyst for safer childcare, the new brand elements needed to be youthful but serious and relevant to the baby market. As Crescent Womb planned to update the product to include different SKU’s, the branding would also have to adhere to the updated styles and trends. It was also critical for Crescent Womb to be unique and stand out in the market as an increasing number of competitors and knock-off products were popping up.

Hype took the vision of the moon that Crescent Womb began with and constructed the new identity to be consistent, robust, and efficient. With updated logo variations, an expanded color palette, and extensive brand asset catalog, a cohesive and sophisticated new brand was born. This opened the doors for endless social opportunities, more versatility in packaging design, and the creation of compelling website content and print materials.