Brand Strategy + Creative Direction + Visual Identity and Copy + Tone + Product Naming + Brand Style Guide

Tula has always believed parenthood is about connection, movement, and making memories together. Known for thoughtfully designed baby carriers that keep little ones close while giving parents the freedom to move, the brand has built a community around comfort, individuality, and self-expression. As Tula grew, the opportunity was to evolve its brand to better reflect the joyful, modern experience of parenthood.

From brand strategy and creative direction to visual identity, copy and tone, and product naming, our creative team created a more distinctive and cohesive expression for Tula. We established a strategic foundation rooted in connection, confidence, and individuality, then translated it into a playful, contemporary visual identity, warm brand voice, and thoughtful product naming system.

The result is a refreshed Tula brand that celebrates keeping families close while embracing the individuality of modern parents.