ever & ever

There’s no shortage of pure magic in those early years of childhood. From the first smiles, to first step—as a parent, it’s those little moments when you wish you could pause time and live in that feeling of pure bliss forever…

While we have yet to crack how to pause time, we did the second best thing and created an owned brand for buybuy Baby that channeled the boundless joy and charm of childhood. Rooted in the timelessness of classic style, ever & ever launched in early 2022, offering parents a range of well-designed and safely-made furniture, decor, and apparel.

Ever & ever was named to reflect the tender bond between parent and child, while also giving a nod to the timeless aesthetic of the product. The typography, color palette and overall graphic elements were inspired by vintage fabrics, papers and children’s book illustrations.