PROBLEM STATEMENT

The Indian baby gear market is caught between two extremes—low-quality local products and overpriced global brands that often overlook Indian needs. At the same time, millennial parents are overwhelmed by the noise of ‘perfect parenting,’ but find few products that genuinely support their desire for independence, connection, and shared experiences.

OUR APPROACH

We took up an in-depth research to understand parenting mindsets for young Indian parents. We spoke to stakeholders and studied the journey of baby gear innovation across the world. By speaking to hands-on millennial dads and mums we noted the shifts in values and beliefs that are driving new attitudes towards raising children in India, and the way it affects consumer choices.



With a pulse on the future, we identified the brand purpose, persona, ethos and brand name for Loopie.

the solve

From the insight came a clear direction for the brand — one that reimagines baby gear for a new generation of mindful Indian parents, who approach parenting with intention, style, and care. With the belief that parenting should offer a sense of security for parents and a sense of possibilities for the kids, we designed every part of the brand to reflect this intention of offering a joyful, fuss-free parenting experience.

brand identity

The logo features a clean, geometric sans serif wordmark-modern in its simplicity, yet warm and approachable through its soft, balanced forms. Along with it, we created a mnemonic that adds deeper meaning to the brand. It was designed to reflect design-led products, the parent’s circle of influence, and the everyday decisions that feel instinctively right.The form reflects the spectrum of parenting styles and the many small decisions that shape the world of a child.

identity on product

Building a modern, elevated brand, the identity translates onto the products in a clean, understated manner. This allows the brand to feel contemporary while allowing the product to take center stage.

illustration style

We created a unique illustration style to bring warmth and playfulness to the brand. With crayon-like textures and simple shapes, the illustrations capture the everyday moments and small joys of life with young children. Paired with a clean visual system, they add a sense of fun that reflects the little adventures parents experience as they grow alongside their kids.

instagram templates

We created a clear, cohesive communication system for their Instagram, using our signature illustration style and visual language to design a series of posts that bring the brand and its products to life.

packaging

For the packaging system, we wanted to keep things simple while making the experience feel elevated. So, we brought in a warm illustration and a clear, confident tone that reflects the brand’s values. We also reimagined the unboxing with little touches like velcro patches and a user care guide to make assembling the stroller feel less daunting and more delightful.

velcro patches

To make the experience a little more thoughtful and fun, we designed a set of velcro patches. These patches add a fun twist to the strollers and give parents a way to make them their own. Each patch is cheerful, easy to spot, and features copy that is spirited and full of personality.

PROJECT CREDITS

Creative Director
Anushka Sani


Strategy
Rohini Pandey

Divya Bhagat

Brand Design
Jyothi
Aayushi Kapadia

Shreya Chhajed
Sanjana Mehta
Shravan Gubbi

Copy

Aishwarya Prabhala

Illustrators
Omkar Sawant
Tabitha D'souza
Nishtha Piplia

Project Management
Mesha Bhansali


Project Operations

Arjun Singh

Image Credits

Loopie Team

VC Partner
Sauce.VC

Hocco

Pattri

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