Brand Systems • Packaging • Omnichannel

Graco Omnichannel Brand Refresh

Consumer-informed packaging and retail system designed to build trust, modernize Graco’s visual identity, strengthen brand consistency, improve shelf recognition, and support scalable omnichannel rollout.

Creative Director: Suing Cornish
Art Directors: Michael Foss, Crystal Molascon, Nate Izzat
Designers: Nadya Koropey, Asha Chaudhuri, Mishie Del Rosario Contractors: Art Jervis, Carolina Osés

Challenge

Graco’s packaging and retail presence needed to work harder across an increasingly competitive baby gear category. The system had to strengthen shelf recognition, improve consistency across product categories, support digital, retail and POP environments, and communicate safety, trust, and ease for modern parents.

Graco needed a modernized brand system that could translate its trusted legacy into warm, ownable retail and digital experiences. The work focused on creating a scalable visual language across packaging, POP, ecommerce, and digital touchpoints — balancing emotional reassurance with clear product communication and production efficiency.

Strategy

Create a recognizable brand block

Use consistent color, logo placement, product lockups, and litho architecture to improve brand recognition across shelf and retail environments.

Design for scale

Build a system flexible enough to adapt across categories, carton formats, retail channels, ecommerce needs, and production constraints.

Build trust at first glance

Anchor the system in Graco’s brand promise: safety, confidence, and support for parents. The updated 2025 guidelines center the brand around warmth, expertise, compassion, and support.

Simplify decision-making

Clarify product benefits through stronger hierarchy, feature badges, product silos, lifestyle imagery, and modular information zones.

Visual Brand Language

Color System

Dark Blue
PMS 7687C
CMYK 100/86/15/3
HEX #294388

Dark Grey
PMS 425C
CMYK 15/10/8/74
HEX #3F4142

Bright Blue
PMS 305C
CMYK 58/0/6/0
HEX #69DAF4

Light Grey
PMS 425C
13% Tint
CMYK 0/0/0/10
HEX #F4F5F5

Medium Blue
PMS 297U - 48% Tint
CMYK 29/0/0/0
HEX #A9EAFC

Light Blue
PMS 545C
20% Tint
CMYK 2/0/0/2
HEX #E4F6FE

Yellow
PMS 142C
CMYK 0/21/77/0
HEX #EFC047

Typography

BOXES

EGGS

Graphic Elements

WAVES

HEARTS

BADGE

LOCKUP

ICON

SPARKLINE

Photography

The position of some elements are fixed while others are flexible. The placement of elements on the side panels are more flexible than the front/back panel. Main claim badges always have flexible placement, but should overlap/underlap the accompanying image whenever possible.

On the front panels, the Graco logo should be about 50-66% the width of the panel (depending on the proportions of the carton). The yellow feature badge should be equal to the height of the interior white oval of the Graco logo.

When possible, the size of the badges should be the same on every panel and should be scaled proportionally.

Modular Packaging Architecture

Either two or four full color litho labels are applied to the carton to give the appearance of a wrap.

On side/top/bottom panels the size of the logo will be subject to change depending on the category and proportions of the box. The ideal size is 70-80% of the logo on the front panel.

The #1 badge that appears on the front and back panels should be the same size as the yellow feature badge.