When babyGap decided they wanted to offer baby clothes with helpful little features, they went right to the source: their in-house designers who were also moms. The team came up with lots of little “bright ideas”—a mini-pocket with a sewn-in strap to hold a pacifier; socks with extra elastic so baby can’t pull them off, etc. We were called in by Manual, a San Francisco design and branding firm, to name the products in the line and write the copy for the hangtags. After several meetings with the nice folks at babyGap, we came up with a “sweet, but not too precious” naming convention and supporting product copy.

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