Restoration Hardware Baby & Child

Background

Since opening their doors in 1979, Restoration Hardware has successfully evolved into one of North America’s most-admired 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 shared the same refined and curated aesthetic that Restoration Hardware had become known for—this time aimed at parents. Character was tasked with creating the Baby & Child identity.

Strategy

The Baby & Child identity needed to resonate with the existing Restoration Hardware consumer and reflect the visual attributes of the existing Restoration Hardware parent brand. To reinforce the fact 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.

Result

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 re-engaged to design their gift and product packaging, in-store signage and collateral.

rhbabyandchild.com