The DeVita brand extension needed to resonate with not only moms and moms to be, but all adults looking to purchase baby products. Everyone feels protective towards babies and a brand that is built on authenticity and nurturing appeals to our protective instincts. Super cute illustrations only add to that appeal. As a new brand in a very competitive retail environment, it also had to touch the hearts of some very hard-core buyers. Oh Baby won them over.

From inception to delivery we wove a story around the brand and created a feeling of delightful whimsy that appeals to the child within us all. From the charming characters illustrated by cartoonist Rosie Brooks, to the use of beloved nursery rhymes, Oh Baby creates a very personal connection.

Oh Baby has launched on, and select Target stores, to be closely followed by a national roll-out.

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