Mighty Goods

There’s no such thing as being fully prepared for realities of parenthood, but there’s certainly plenty of insight that can help make the ride a little smoother.  When buybuyBaby asked for our help in creating their own, in-house line of baby basics, we wanted to create something that offered new parents the support and reassurance they need when embarking on their parenthood journey.

The result was Mighty Goods—a complete line of baby basics built with the intention of always having the backs of new parents through the early stages of childhood. The mighty goods logo is a custom-drawn sans-serif with soft curves that are meant to evoke a squishy and squeezable feeling. The brand’s most prominent graphic element is the squircle—an imperfect not-quite-circle, not-quite-square shape derived from the tittle of the ‘i’ in ‘mighty’. The squircle is used as both container and pattern to evoke a sense of whimsy to product and marketing executions.