Joovy & National Park collection

Joovy528 – Brand Identity & Packaging Design for a brand collaboration between The National Park Foundation and Joovy
Joovy partnered with the National Park Foundation to launch an animal-inspired kids’ collection rooted in conservation. We designed the full brand identity and packaging system—bringing education, play, and purpose into every product.

Every design element reflects three pillars: nature, nurture, and knowledge.

The “528” logo pulses with the frequency of harmony, while twelve unique animal kits were developed, each with its own identity, packaging, and storytelling tools. Recycled substrates and natural textures communicate authenticity, while embedded QR codes invite families into interactive learning. The design system balances fun and function, helping Joovy deliver not just products, but experiences with meaning.

• Created twelve individual packaging systems, each dedicated to an endangered animal.
• Integrated the 528 Hz frequency into logo, naming, and visual rhythm.
• Combined eco-friendly materials with educational storytelling, linking product to purpose.