Caulder Moore was briefed to create an identity that would stand out, by communicating The Baby's "aspirational qualities and unique knowledge and expertise".
The identity forms part of the company's growth strategy, which includes the roll-out of further showrooms across the UK, beyond its existing Cheshire and Manchester sites. The company will also further develop its established mail order business.
The design uses a palette of powder blue and liquorice with a simple sans serif typeface used on the word "the", contrasted against the softer feel of the word "baby", with its flowing, soft, handwritten script.
On the , navigation has been simplified with brands and products classified into "push me", "drive me", "sleep me", "care for me", "feed me" and "treat me" sections. These are illustrated with European-style lifestyle photography depicting various situations.
In the "sleep me" section, items can be viewed separately or together in room sets in a virtual showroom. Products can be bookmarked for later viewing and purchases can be tracked in the shopping basket.
A What's Hot page is designed to appeal to the target audience's interest in celebrity culture and aspirational figures, with details on celebrities' latest favourite baby brands.
A What's New page provides the latest brand news from The Baby, alongside lifestyle features and links to other sites.
Other pages include customer reviews; information on the company and its showroom locations; a press page with trends information and what the press say about The Baby; a page with links to other sites of interest; and a brochure request page.
Natural colours and textures create a unifying theme, and neutral charcoals and monochromes create contrast alongside bright fresh colours.
Ian Caulder, creative director at Caulder Moore, said: "For The Baby's target audience, the brands they buy are an extension of themselves.
"Stylish and sophisticated yet simple, contemporary and playful, the new identity summarises The Baby's aspirational, premium offer, creating ownability for the brand and confirming The Baby as the leading first choice retailer for premium baby goods in the UK with parents who want the very best.
"We've translated that online with a cosmopolitan feel website that takes its influence from high-end lifestyle magazines to communicate The Baby's expertise and inspire and encourage purchase and repeat visits."
The Baby was established in 2005 by Janet Rawsley and Liz Stephenson, formerly directors of children's retail chain Daisy and Tom.