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izzzi Sometimes designing a brand is like naming a baby

What’s in a name? In some cases, the best you can do for your clients is proving them wrong. So when a duo of very passionate entrepreneurs approached us to brand their innovative carrying solution for new-born babies we first had to convince them to reconsider the name of their brand. An extensive naming exercise and thorough reflection and research persuaded them to kill their darlings and follow our lead.

Say hello to izzzi then. A strong brand where a simple wordmark says it all. The ‘i’ characters at either end symbolize the parents and the ‘zzz’ stands for the comfortable safety in between. And there’s probably no need to emphasise izzzi is phonetically pronounced as ‘easy’. Furthermore, in order for it to carve its own niche somewhere between sling and carrier, it was requisite to the concept that the brand name could evolve to a noun/name denoting the product. It’s no coincidence that Izzy happens to be one of the cutest an coolest unisex baby names out there. Finally, our tagline ‘Love To Carry’ drives home the message that izzzi is a product you’ll love to carry your love with.

As carrying becomes mainstream and the evolving urban context leaves less and less space for cumbersome carriers and bulky strollers, the market needed a flexible, easy alternative for the first six months as a parent, both in- and outdoors. We designed an equally flexible visual identity to embody that versatility.

While the brand name was further integrated in a flexible headline syntax describing the main product features, the ‘z’ character was used as a recurring graphic element in the visual system. From icons on the website, to details on the packaging and stitching on the product labels, we made sure copy and design were fully integrated throughout.

Photography by Sofie Coreynen.

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Naming Branding Copywriting Art Direction



From icons on the website, to details on the packaging and stitching on the product labels, we made sure copy and design were fully integrated throughout.



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