EverSoft & It’s Story
The EverSoft™ Bamboo Zipadee-Zip reimagines a customer favorite with thoughtful upgrades to both comfort and functionality. Product design began with selecting the right bamboo-blend fabric for its softness and breathability, then testing and refining zipper options to achieve a smooth two-way design. With a summer launch in mind, the color palette was designed with seasonally appropriate shades that were both on the rise in baby apparel and filled gaps in the existing portfolio.
Guided by a vision of brightness and breezy calm, the photography reflects EverSoft’s natural qualities and ease of use. Natural materials, textures, and earthy colors reflect the soft and breathable qualities the new bamboo fabric. Relaxed environments with candid moments and tender close-ups bring the ideas of ease, softness, and tranquility to life. Real moms and their little ones were featured to foster a sense of authenticity and warmth.
Upon launch, the EverSoft Zipadee-Zip became the brands bestselling product with multiple colors and sizes selling out within the month.
Art Direction
Product Design
Launch Campaign
CREDITS
Product Design: Shannon Wilson, Smriti Khullar
Photography: Mary Horne Nelson
Copy: Amanda York
The Launch
A curated launch campaign carries through the photoshoot’s concept, balancing visual serenity with clear demonstrations of the EverSoft Zipadee-Zip’s improved functionality. Together, the design, imagery, and messaging position the product as both a practical solution and a source of everyday comfort for families.
Show how it works
Graphics and copy pair to introduce the new fabric and highlight the qualities of bamboo that make it an effective fabric for sleepwear. As a secondary message, the double-zipper is shown in action to emphasize the ease of use.
Show that it works
A key feature of the Zipadee-Zip is that it works! Spotlighting sleeping babies demonstrates the product’s effectiveness in aiding in calm sleep.
Show how it feels
The photoshoot concept was created to convey how EverSoft feels to the touch without customers actually being able to experience it. The minimal design of the campaign mirrors the serenity of the imagery, not only supporting the idea of a soft, breezy fabric, but also how it feels to have a tranquil moment with a sleepy baby.
