Or should we say backpackstory? (We shouldn’t). For this project, we knew that the brand voice and language needed to be as unique as the product itself—avoiding the industry trend of being either too precious and cheesy (parenting is magical!), or too boring (branding that would put even colicky babies to sleep). From tagline to product descriptions to new website copy, we cemented a point of view for Huhu, fine-tuned their key differentiation points, and then brought that all to life with vibrant, realistic, and fun messaging.