A woman carrying a baby in a yellow sling outdoors during sunset, with trees and plants in the background.

Moby Wrap: Hands-free ease

Moby Wrap is a babywearing brand best known for its soft, stretchy wrap-style baby carriers that emphasize comfort, connection, and bonding between parent and child. The name “Moby” stands for “Mother & Baby”—reflecting its core mission to support closeness and attachment in the early stages of parenthood.

  • Served as Creative Director for Moby Wrap during a pivotal brand evolution, leading strategy and design as the company expanded into mass retail.

  • Full rebrand including packaging redesign, creative direction, photoshoots, instructional illustration, and brand positioning for big box introduction.

  • Modernize the brand’s visual identity while preserving its emotional legacy, and translate its storytelling into a format that would resonate on retail shelves.

  • Developed a clean, premium design system supported by emotionally resonant creative, strategic packaging architecture, and cohesive brand storytelling.

  • Moby achieved a refined shelf presence, successful launch into big box retail, and a redefined identity that balanced trust, style, and connection.

Laptop displaying a website with images of women wearing baby carriers outdoors and indoors, with a banner saying 'Take It Easy' and a navigation menu.
Open instruction booklet for Moby baby wrap, showing step-by-step visuals for safe baby carrying with illustrations and a photograph of a woman wearing the MobY Classic Wrap on the cover
A woman holding a sleeping baby wrapped in a patterned blanket.
Two packages of Moby baby carriers, one in black and white with a woman holding a baby, the other in blue with a woman smiling and wearing the carrier.
Close-up of a child resting on a beige blanket with a small blue label that says 'MOBY'. The image includes icons and text highlighting features such as luxury viscose, no harmful chemicals, silky soft, and stays cool to the touch.
A young woman with long brown hair wearing a striped shirt and yellow skirt, carrying a smiling toddler in a gray baby carrier labeled 'MOBY,' outdoors with trees and greenery in the background.
A woman with red hair holding a baby close to her chest with a Moby baby carrier. The woman is smiling slightly, partially visible from the nose down, and the background shows blurred vertical elements.
Two women, each carrying a baby in a gray 2-in-1 baby carrier, smiling and interacting with the infants, with a white background and a blue circle label reading '2-in-1'.