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GAIA Baby

Gaia Baby — Irish-born, globally loved. A premium nursery brand growing from Dublin to London to Sydney.

A woman looking at a baby lying in a bassinet, inside a bedroom with plants and a side table.

At a glance

Client: GAIA Baby
Industry: Baby & Parenting | D2C + Retail/Wholesale
Services:

Full Digital Growth Solutions Rebrand Multi-Channel eCommerce Social & Community Activation

  • Gaia Baby, an Irish-owned premium nursery brand, had great products but no clear strategic digital direction. With limited in-house resources, they needed UBC to unify the brand, modernise their online ecosystem, and build scalable D2C and retail growth across the UK and Australia.

  • We built a full digital growth system spanning brand, eCommerce, and multi-channel activation. Our focus: elevate Gaia Baby’s premium positioning, streamline D2C and retail sales, and connect their community across markets — Ireland, the UK, and Australia.

    • Gaia Baby emerged with a premium, export-ready brand built on clarity and connection.

    • Community engagement soared through authentic storytelling and micro-influencer collaborations.

    • Across every channel, the brand gained coherence, credibility, and commercial momentum — growing from a boutique Irish label into a recognised name in UK and Australian markets.

Challenge

Breaking into global retail from Ireland demanded sharper positioning, stronger brand coherence, and a unified digital strategy that could scale seamlessly from local eCommerce to international partners.

Collage of Instagram screenshots featuring images of nursery rooms, a woman with a child, cotton plants, and home decor.

Research & Discovery

Deep diagnostic across brand, web, and social.
UBC benchmarked global competitors, mapped audience sentiment, and analysed content, UX, and community signals.

Multiple images of baby furniture and related products, including brochures, websites, and photographs of babies and mothers, with a central Gaia Baby logo.

Brand System

A warm, nature-inspired identity built on organic forms, soft neutrals, and honest typography—rooted in family, sustainability, and timeless design.

  • A smiling toddler with short brown hair and light skin running in an outdoor field of wildflowers and grass, wearing a pink knit sweater and white pants, during daytime.
  • Logo for GAIA Baby featuring a simple green and beige icon of a baby in a cradle and the text 'GAIA BABY' to the right.
  • Logo design for Gaia Baby, showing a stylized baby and text in green and white.
  • Two children, a toddler and a girl with red hair, sitting on a couch. The girl is smiling and playing with the toddler. On the right side, there are a set of nested bowls with speckled patterns and the text ‘GAIA Baby is organic, tactile & it just fits’ over the bowls.
  • A smiling young girl with curly hair and a red bow on her head, leaning on a white sofa. On the right, a woman with dark hair gazing down at a baby she is holding, both in a cozy indoor setting.
  • Two clothing tags with beige string attached, one white with green text saying "GAIA BABY" and logo, one green with abstract design and barcode.
  • Large advertisement on a grey wall showing a young boy in a green shirt inside a crib, holding a toy train, with a large brown knitted blanket draped over the side. Promotional text to the right about a new 2025 Hera family collection. The word 'Hera' in large white letters spans across the lower part of the ad, with a blurred person in business attire walking past.
  • An iPad displaying an online store for Gaia Baby furniture, showing a three-piece nursery set for a cot bed, dresser, and wardrobe, with a keyboard, mouse, pen, and speaker on a desk.
  • Business card for Joanne O'Grady, Co-Founder & CEO of Gaia Baby, featuring a green color scheme, a company logo, and a QR code.
  • Outdoor advertisement for nursery furniture featuring a young girl with curly hair, wearing a lace-collared dress, with text about a heirloom collection and nursery furniture.

Visual Storytelling

Created lifestyle imagery and motion that captured real families and everyday moments—translating Gaia Baby’s warmth, sustainability, and modern design into an aspirational visual world.

  • A woman sitting in a rocking chair holding a baby, with a caption that reads 'Nurture, naturally,' and a logo for Gaia Baby at the bottom.
  • A baby yawning, wearing a gray knit hat, lying next to a white plush teddy bear, with soft lighting and a calm atmosphere.
  • A young girl with red hair holding and playing with a baby with blue eyes and light skin. They are sitting on a couch with a blanket in the background, and the girl is looking down at the baby.
  • Close-up of a sleeping baby with light skin, curled up, wearing a white fuzzy outfit, lying on a textured white surface, with green background and promotional text about Maia gift set.
  • A woman holding a baby close to her chest, smiling gently, with text that reads 'Made for moments that matter.' at the top and the GAIA Baby logo at the bottom.
  • Close-up of a young child with curly blonde hair and blue eyes lying in a white bed, with text overlay emphasizing safety, closeness, and restful sleep, and featuring the Gaia Baby logo.
  • Decorative nursery scene with a peakaboo crib on a mobile frame, a houseplant in a white pot, dried pampas grass in a black vase, a tufted gray headboard, and GAIA Baby branding. Text reads 'Designed to grow with love.'
  • A pregnant woman in an olive-green dress standing in a walk-in closet with clothing hanging behind her. In the foreground, a white armchair with a lion plush pillow is visible, and the phrase 'Born to belong.' is written in the upper left corner. The logo 'GAIA BABY' appears at the bottom.
  • A smiling toddler crawling on a wooden floor, with text overlay advertising GAIA Baby products as organic, tactile, and perfect fit.
  • A woman smiling at a newborn baby lying in a crib, with the text 'Small beginnings, lasting design.' and the GAIA BABY logo.

Responsive Design

Delivered a mobile-first Shopify eCommerce site with multi-currency and multilingual capability, unifying D2C and retail partner access through a streamlined interface and gated trade resources.

An e-commerce website homepage for Gaia Baby showcasing nursery furniture, bedding, accessories, and decor. Features images of cribs, chairs, nursery decor items, customer reviews, and a woman shopping.

Outcomes

Two smartphones displaying the Gaia Baby website, a pair of wireless earbuds, and a white charging case against a black background.

“I Love the Reassurance That We’re Working With Experts in Every Field”

Joanne, Gaia Baby, shares her
Urban Brand Creative experience

“Over the past couple of years, we’ve outsourced a lot of work to various specialists, but we never had the expertise to know if the strategies were right for our business. What I love about working with Urban Brand Creative is the reassurance that we’re working with experts.”.

See Our Client Wins ➜
Mobile screens displaying an online baby furniture store called Gaia Baby, showcasing a crib, rocking chair, FAQs about a cot bed, and nursery furniture.

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