Design Director · 2018–2019

Lalo

Name, brand, and ecommerce launch for a modern baby and toddler brand designed to adapt as a family grows.

Context

A stroller start-up taking on industry giants

Lalo launched direct-to-consumer into a category dominated by legacy brands, leading with one product: the Daily Stroller.

We named it, branded it, and built the store.

Complication

Three audiences, one first purchase

New parents researching, babies who'd use the product, and grandparents who'd often pay for it. A baby gear purchase is high-stakes and heavily researched, and a new brand has no reputation to lean on.

Trust, a smooth path to purchase, and a system that could stretch as the line grew were the launch priorities.

Approach

Simple, researched, well-made — and answer every question

The brand made one promise: fewer, better baby essentials. The site backed it with answers — a dedicated section for the questions parents ask before they buy, built into navigation alongside the product.

Naming & Identity

Name. [Naming rationale — confirm the origin of Lalo and the shortlist it beat.]

Wordmark. Rounded geometric letters on a strict grid, built to run wide or stack two-over-two. A small animal mark rides alongside. Navy, coral, butter, and blush keep it warm without going pastel.

Wordmark — horizontal and stacked, on gridWordmark and animal mark, coral on butter

Built to stack, shrink, and grow with the line.

Art direction — parent and baby with the Daily StrollerToddler walking, home interior
Packaging in use — shipping box in a family entryway

Ecommerce

The homepage leads with the promise — simple, researched, well-made baby essentials — and goes straight to the Daily Stroller, "the fits-all, does-all" product the brand launched on.

The product page sells the system, not just the stroller: colorways, bundles with the bassinet, add-ons like the child tray and cup holder, and monthly payments for a high-ticket first purchase.

Answers. Can a newborn ride in it? Is it easy to fold? How long will it last? Answers sits in the main navigation, organized by durability, versatility, safety, convenience, and value — the research a parent would otherwise do elsewhere.

Homepage — "Simple, researched, well-made baby essentials"
Daily Stroller product page — colorways and bundlesBuilt to grow, fits your life, ask us anythingAnswers — questions by topicIn the news, and the questions parents askShipping confirmation email

The research a parent would do anyway, built into the store.

Results

Credits

Design direction — Greg Frye

Studio — Human NYC

Collaborators — Rob Junge