Restoration Hardware Baby & Child

Since Restoration Hardware opened their doors for business in 1979, the company has successfully evolved into one of North America’s fastest-growing upscale purveyors of luxury home and garden furnishings. In 2007 their new CEO saw an opportunity to further the Restoration Hardware brand by capitalizing on a severely under-served category. In June 2008 Restoration Hardware launched their Baby & Child brand. The new line reflected the quality and refined sense of aesthetic that Restoration Hardware had become known for, curating stylish, kid-friendly products for the nursery as well as re-imagining existing Restoration Hardware products for the younger audience. Character had the pleasure of being tasked with creating the Baby & Child identity.

The Baby & Child identity had to resonate with the current Restoration Hardware consumer and reflect the visual attributes of the existing Restoration Hardware brand. To help support the premise that all their products are carefully sourced and curated, it was important that the identity be more aligned with a boutique image than that of a mass retailer. To achieve this Character explored every visual aspect of the brand from messaging, photography, and color palettes to typography, graphic treatments and layout compositions.

Character successfully created a boutique identity that was refined, sophisticated, and luxurious, and resonated well with the Restoration Hardware audiences. Character applied the new identity across their online and catalog channels, which included designing their Baby & Child website (

In June 2011, Baby & Child extended their brand into the retail channel by opening their first store. Character was tasked with designing their gift and product packaging and signage as well as all of the in-store collateral.

Packaging | Website | Catalog