Case Study

Babyganics

Reigniting growth by discovering a new advantage.

Program
Industry
Personal Care
Stage
Midmarket

Babyganics began with two dads on a mission to provide parents with the right set of plant-based, all-natural baby care products.

Babyganics began with two dads on a mission to provide parents with the right set of plant-based, all-natural baby care products.

Its products covered every touchpoint in a baby’s life, from diapering, personal care, sunscreen, teething pads, dish soap, laundry detergent, household cleaning, and beyond. Distribution plateaued. Sales slowed. Outside advisors said the 22-SKU product line—once a point of pride for the founders—was an albatross. Cutting SKUs and price, they argued, would lead to efficiencies and revenue for the topped-out company.

COLLINS challenged that guidance. A company can’t cut its way to long-term competitiveness. Babyganics invited us to determine an alternative path.

Our market analysis, consumer segmentation, and in-home ethnographies led us to the opportunity.

Once bringing a new baby into their homes, parents realize how dangerous their homes are. Sharp corners. Choking hazards. Toxic chemicals. Their goal is to make their home “baby safe.” Because of this need, the “baby-proofing” products—with X, Y, Z—are now a $X category. When it came to cleaning and skincare products, parents struggled. Swapping harsh, toxic cleaning and skin products for safer, gentler options is difficult. Parents struggled to understand ingredient labels and find alternatives in the wide range of products they used. No one brand offered the full, baby-safe “toolkit” they needed.

Except, we argued, Babyganics. Babyganics offered the widest range of non-toxic products—as verified by the USDA and European lists. Babyganics had the opportunity to fill a highly emotional, highly in-demand void in the general “baby-proofing” industry.

In the spirit of “Organic,” “GMO Free,” and “Heart Healthy” product claims, we invented a new one: “baby safe.” We then defined Babyganics’ value-creating purpose as “Building a baby-safe world with the safest, most effective baby care products.” Testing showed that this claim not only differentiated Babyganics’ brand and product line but also justified their premium price.

The relaunch of Babyganics fueled a 114% year-over-year revenue increase, tripled distribution and retail facings, and significantly elevated consumer perception—lifting “positive brand impression” by 33%, “for baby” association by 57%, and “natural” perception by 15%. With a compelling new claim of “baby safe,” the brand was able to command a premium price point across its expanded product line. Less than five years after launch, Babyganics’ transformation culminated in its acquisition by SC Johnson.

COLLINS
Matt LuckhurstThomas WilderGabe BenzurSeth MroczkaBrian CollinsLeland Maschmeyer

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Small World Motif

The Babyganics illustration system channels Mary Blair's masterful ability to capture childhood wonder through pure visual poetry. Her influence guides our use of elemental shapes and considered compositions—creating moments of quiet delight rather than artificial whimsy. Each illustration becomes a gentle presence in the nursery, speaking to both the magic and serenity of early childhood.

Memory Marker

A designed visual or experiential cue that anchors the brand in memory. This signature detail amplifies brand salience and mental availability, driving distinctiveness that supports market growth.

Validated Versatility

We pressure test our designs across every touchpoint and context—from app tiles to billboards, screens to swag. This rigorous performance testing ensures that your brand remains consistent, recognizable and effective everywhere it lives for as long as it lives.

Endurance Function

Because a brand accrues power over time, we engineer our identity systems to be both timely and timeless. Our designs avoid fleeting trends, favoring bespoke visuals and timeless principles.

Extensibility

A performance property that ensures identity systems can integrate future innovations and modules without losing coherence.

Shelf Pop

A performance property that ensures packaging visually pops on crowded shelves, driving purchase decisions in the critical 2.5-second scan window. High-contrast colors, bold typography and distinct shapes boost brand recognition by up to 80%.

Choice Architecture

A component augment that combines color coding, icons, and hierarchy to guide consumers effortlessly through product lines at shelf. By reducing decision fatigue and enabling clear differentiation, it empowers consumers to make informed choices at a glance.

Impact

114%

YoY Growth

Unlocked 114% YoY revenue growth by repositioning Babyganics as a category pioneer and leader.

3x

Tripled Retail Presence in Year 1

Expanded shelf presence and distribution channels 3x, dramatically increasing accessibility and category visibility across major retailers.

Reduced Shopper Confusion

Simplified product architecture helped parents navigate ingredient complexity and recognize Babyganics as a complete solution.

Elevated Category Role

Expanded Babyganics from a niche player to a category leader in non-toxic, baby-safe cleaning and care.

57%

Increased Premium Perception

57% lift in 'for baby' perception elevated the brand to premium status.

33%

Increased Brand Affinity

Brand favorability rose 33%, driven by clearer messaging, emotional resonance and improved shopper confidence.

Created Strategic Acquisition Value

SC Johnson acquired the company for a high nine-figure sum within five years of the transformation.

Press