Client: Malo Baby
What we did: Rebrand Strategy I Copywriting I Brand Identity I Retail Packaging I Visual Direction
Commercial Outcomes: Secured ranging in Baby Bunting shortly after relaunch I Expanded into Country Road within 6 months I Elevated shelf appeal and retail positioning I Repositioned the brand for modern premium parenting audiences
Introduction:
Malo Baby came to BOAST at a pivotal stage of growth. While the products themselves were clearly innovative, the brand wasn’t reflecting the calibre of the formulations or the level of sophistication modern parents, and in turn retailers, now expect from baby and skincare brands.
In a category dominated by overly playful visuals, pharmaceutical layouts and outdated baby aesthetics, Malo had the opportunity to carve out an entirely different space – one rooted in intelligent simplicity, elevated design and modern parenthood. The challenge was to create a brand world that felt premium, trustworthy and beautifully restrained without losing warmth or accessibility, while also ensuring the packaging could perform commercially across both direct-to-consumer and major retail environments.
With innovative products like its spray-on nappy cream already resonating with customers, the goal became repositioning Malo from a functional baby product into a contemporary lifestyle-led baby care brand with stronger shelf appeal, retail positioning and long-term scalability.
The Execution:
BOAST repositioned Malo around the idea of intelligent simplicity. Rather than leaning into traditional “baby brand” tropes, we built a softer, more elevated visual world inspired by modern skincare, thoughtful parenting and timeless design.
We led the rebrand and packaging redesign across identity, copywriting, packaging systems and visual direction, with a strong focus on increasing shelf appeal and elevating perceived product value. Alongside the functional packaging strategy, we also crafted a broader brand world designed to resonate with modern parents – particularly design-conscious mums seeking products that felt as aesthetic and Instagram-worthy as they were practical. The visual direction balanced warmth and minimalism, helping Malo feel more aligned with contemporary lifestyle and skincare brands than traditional baby care.
Approaching the packaging through a retail-first lens, we created a cohesive and scalable system that balanced softness with structure while standing out clearly within a competitive retail environment. Alongside the identity, we refined the product messaging and packaging hierarchy to improve clarity both online and on shelf, helping position Malo more confidently within premium retail spaces.
Every detail was intentionally restrained – allowing the products, formulations and overall customer experience to feel elevated without becoming overly trend-driven or clinical.
The Outcome:
Following the rebrand, Malo Baby rapidly expanded its retail presence, securing placement in Baby Bunting shortly after launch, followed by Country Road within the following six months.
The repositioning not only elevated perception of the brand across both consumers and retail buyers, but also increased perceived product value – helping support stronger sales performance and premium pricing within a highly competitive category.
The new identity also gave Malo a scalable foundation for future growth, transforming the brand from a functional baby product into a modern parenting brand capable of standing confidently alongside premium lifestyle and skincare brands in both retail and direct-to-consumer environments.
"It has been so amazing working with you! We’re launching into 71 Baby Bunting stores in November."
Testimonial: “Boast are awesome and it has been so amazing working with you! I’m really excited that we have landed on our new brand direction. We’re launching Malo into 71 Baby Bunting stores in November, very exciting!”
Sonya G Khouri, Founder.
