California-based children’s brand Bath and Pajama produces sensory products that make bath and bedtime more enjoyable—and educational—for kids and their parents. While the brand had an existing design system for their products and labels, they contacted me to help develop a social-first brand and design system.

Loosely inspired by both early-20th-century children’s books and the diverse array patterns and colors found in North African textiles, the social brand stands out among an increasingly minimalist landscape. This approach, which, durring development, we affectionately called “paternmaxxing,” injects a sense of joy and whimsy into the brand’s social presence, mimicking the organization’s products and mission.