Restoration Hardware’s New Baby & Child

New packaging for Restoration Hardware designed by the San Francisco agency Character. Since Restoration Hardware opened their doors for business in 1979, the company has successfully evolved into one of North America’s fastest-growing upscale 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 reflected the quality and refined sense of aesthetic that Restoration Hardware had become known for, curating stylish, kid-friendly products for the nursery as well as re-imagining existing Restoration Hardware products for the younger audience. Character had the pleasure of being tasked with creating the Baby & Child identity.

The Baby & Child identity had to resonate with the current Restoration Hardware consumer and reflect the visual attributes of the existing Restoration Hardware brand. To help support the premise 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. To achieve this Character explored every visual aspect of the brand from messaging, photography, and color palettes to typography, graphic treatments and layout compositions.

The result is a boutique identity that is refined, sophisticated, luxurious, and resonated well with the Restoration Hardware audiences. In June 2011, Baby & Child extended their brand into the retail channel by opening their first store. The resulting gift and Private Brand product packaging celebrate the brand with a restrained use of color and typography that enhances the overall brand experience.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.