The California Beach Co. is known for its best-selling Pop ‘N Go Playpen, playmats, and outdoor picnic blankets. While the products are designed for babies, the original branding leaned heavily into vibrant colors, organic shapes, and playful fonts. To better connect with the actual buyers—Millennial and Gen Z parents—we were tasked with exploring a brand refresh. The goal was to modernize the visual identity, align with top competitors, and position the brand as elevated, mature, and parent-focused to help drive continued growth.
Our refreshed direction features a muted, neutral color palette and more sophisticated typography, replacing the previous bubbly graphics with cleaner, more intentional design. We introduced a minimal wave pattern as a subtle nod to the brand’s coastal name, and developed a custom icon set that echoes the pattern’s lined texture—bringing cohesion and refinement to the visual system.
We set out to capture aspirational, lifestyle-driven content with warm, golden hour lighting to elevate the brand's visual identity. Focused on our strongest-performing Spring/Summer seasons, the shot list was built around scenes that reflected that energy and tone. After two full days of sunrise-to-sunset production—with 2 adult models, 3 baby models, wardrobe, and set styling—this is what we created.
Creative Director: Mallory Ashwander
ACD - Design: Jenn Berte
ACD - Copy: Val Hauze
ACD - Production: Brad Johnson
Day-of Art Director & Graphic Designer: Hanna Herrmann
Copywriters: Britney Jackson, Mark Hoban
Producers: Fabian Owens, Jason Badget
Photographer: Mike Fahey
Videographer: Darshak Zala
Video Editors: Chris Thomas, Will Dove