PRINCE LIONHEART

Based in Santa Maria, California, Prince Lionheart is a family-owned business. Making everything from Wipes Warmers to Balance Bikes, its product line spans all of the essential gear you’d need to raise a kid up to age six.

With a 40th Anniversary fast approaching, they came to us for help overhauling the look, tone and feel of the brand - especially packaging. They needed a system that was flexible enough to romanticize the company’s family story, but hard-hitting enough to sell the product inside. And for European markets, copy needed to be translated in as many as 10 languages.

We helped them build upon the charming story of the company’s founding by tapping into mom’s ethnic heritage. Wabi-sabi is a Japanese concept that celebrates imperfection. At its core: the journey is the reward. This insight created just the right platform for presenting a more authentic view of modern parenting. From there, everything from the color palette to the writing was grounded in one simple truth: parenting is life’s grand improvisation. And once people realize they don’t have to live up to some flawless ideal, they can really get down to living. Design by Brad and Candice Surcey.