Bunnies
by the Bay

Bunnies by the Bay is a US-based baby brand offering handcrafted toys, comforters, clothing, and storybooks. To support global expansion, the brand needed a clearer, more consistent identity, one that conveys its handmade charm and storytelling roots, welcoming families into the gentle world of Cricket Island.

The rebrand draws from Bunnies by the Bay’s illustrated story world, where every plush character forms part of a larger narrative. The identity expresses the brand’s core values: comfort (bunnies), giving (carrots), and authenticity (craft), through hand-drawn brush strokes, stitch details, and a soft, natural colourway.

Art direction blends warmth and simplicity. Lifestyle photography captures everyday moments of love and care, while stitch marks subtly reinforce the handmade quality. The tagline “Together, We Give Glad Dreams” unifies communications and preserves the brand’s gentle charm. The result is a tactile, heartfelt system designed for global reach.

From products to bags, recyclable, reusable, and organic materials are used to align with the brand’s earth-friendly messaging. Each detail, from packaging to tags, enhances a calm and thoughtful unboxing experience.

Brand communications balance storytelling with modern lifestyle imagery. A clean, consistent design system is paired with a warm, story-led tone of voice that speaks directly to the givers: parents, grandparents, and friends, creating meaningful emotional connection across print and digital touchpoints.

The retail space reveals the story and brings the brand world to life through natural textures, warm tones, and handcrafted details. Fixtures, signage, and displays feel tactile, homely, and welcoming, echoing the comfort and care at the heart of every Bunnies product.