Here's the new visual identity of "Je Porte Mon Bébé", the famous french brand of baby slings. Known as "JPMBB", the brand goes for a completely new name and becomes Love Radius.
For more than 10 years now, "Je Porte Mon Bébé" has been inspiring parents to carry babies from birth. More than just a brand of baby slings, JPMBB promotes proximal parenting and teaches parents, as well as health professionals, how to carry a baby. Carrying trainings and the design of physiological baby slings make this french brand a market leader.
Why changing the name? Undoubtedly because the former one was too descriptive, and therefore too restrictive for of their ambition. The Love Radius, literally "the radius of love" or "perimeter of love", is the space that everyone can create by making a circle with their arms, because babywearing is also a story of sharing and love. This new name and identity will allow the french brand to diversify, while sounding much better internationally.
Our creative work focused on a symbol associating the idea of love and carrying a baby, with that special arm position. An original sign was born. Between geometrical abstraction and figuration, some will see a parent, carrying a child, seen from above, others will see a heart cradling a child...