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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.

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.

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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