All Baby was founded in 2022 in New York by an America and a Swede, with the vision of crafting garments that have a positive impact on both the environment and people, striving to make the world a better place for all. All Baby engaged children from diverse backgrounds to gather their perspectives on shaping a brighter future. Their varied insights formed the cornerstone of the company's first collection.

As a co-owner of the company, I held overarching responsibility for the visual identity, marketing, and had close collaboration with our nonprofit partners.

The entire first collection was crafted from locally sourced, 100% recycled cotton in Los Angeles. With each garment sold, a minimum of 20% of the proceeds was donated to our nonprofit partners engaged in environmental and social initiatives in the USA and Ukraine.

All Baby's graphic identity is based on children's playfulness, yet with a restrained Scandinavian expression. This contrast creates an exciting and dynamic identity that complements well with children's drawings, which serve as the inspiration for the motifs in the collections.

ALL BABY BRANDING

Year: 2022
Client: ALL BABY INC
Country: New York, US
My role: Branding, Art Direction, Co-Founder

All Baby works toward a restored future for the generations to come. All Baby partner with non-profit organizations who share the belief that the best of humanity is yet to come.

Each garment has a unique QR code that links to the shop where one can learn more about how the specific garment contributes to a better world and buy the same item.

The company's logo is minimalist, evoking Scandinavian design, and features a complementary symbol inspired by children's handwriting, celebrating their imaginative and free-thinking approach to problem-solving.

All collections are inspired and designed by kids. A significant portion of each garment sold is donated directly to the cause chosen by the artist.

The collection "Three Mountains" was created by Beatrice, 5. She believes that more people would get a more healthy life from breathing fresh and clean air. Thanks to her drawing, the collaboration between All Baby and Arbor Day Foundation began, which focuses on purifying the air from carbon dioxide.

When creating the website, we aimed to equally emphasize both the clothing and the positive impact of each purchase, along with information about All Baby's partners' important work. This led to a minimalist website that express the Swedish background of the brand.