Think of this as your go-to resource for creating content that feels uniquely b.box. Whether you're writing a blog post, crafting social media updates, or designing marketing materials, this guide will help you maintain the b.box brand voice and look. We've packed it with easy-to-follow tips on fonts, colours, tone and photography, ensuring everything we share is consistent and engaging. Don’t worry about memorizing every detail—just refer back here whenever you need a little inspiration or a quick check. We’re excited to see how you bring b.box to life around the globe!
we are BRAVE
clever + cool products BOLD quality, trusted + planet friendly RESPONSIBLE we understand parenting AUTHENTIC innovation is key VISIONARY we define trends EDGY
Our mission is to make parenting easier, by designing unique products that empower kids and parents. It's that simple. Parenting on the other hand is anything but simple. Our b.box values are central to how we develop products to meet the complex needs of parents + kids around the world.
the heart of b.box
we care about making parenting easier we create clever + cool products that empower kids we are smart, savvy + innovative we are approachable + friendly we love all types of families we get it. we understand that life with kids is often a challenge
we design di erently
we focus on function + aesthetics – products that work – products that are clever + cool we are truly unique we solve problems innovatively + creatively we design to minimise our environmental impact our products are a collaboration between designers, parents + kids
our tone of voice
clever cool friendly modern trusted we are informal + friendly, with a comfortable informative tone we are fun, modern, bold, clever + cool casual formal neutral funny serius neutral irreverent respectful neutral enthusiastic matter of fact neutral
company brand marks
The b.box logo embodies our brand and is a key part of our brand identity
Consistent correct use of the b.box logo strengthens our brand recognition
Always use approved versions provided in this guide. Altering colours, proportions or orientations is not allowed
The b.box word mark should always be presented in Pantone 513C with a blue full stop (circle) in-between b & box
Pantone
Pantone
Pantone
company brand marks
To preserve the b.box logo’s integrity, always maintain a minimum clear space around the brand
This clear space isolates the logo from competing elements such as other logos and copy
No other graphic elements including text, other than what is stated in these guidelines, should invade this zone
Clear space
Minimum Size
company brand marks
The b.box logo embodies our brand and is a key part of our brand identity
They are unique, and cannot be re-drawn, modified or re-configured in any way
The b.box word mark should always be presented in Pantone 513C with a Pantone 3125C full stop in-between b & box
The b.box logo should only appear in format as listed in this style guide
1. Bird (Kirby*) and wordmark are to be used together on marketing communications, including websites, advertising, brochures, banners + press releases. It is the preferred brand representation
2. Black and white bird (Kirby*) mark to be used where mono printing is required
3. Outlined bird (Kirby*) and wordmark to be used on purple panel at bottom of advertising, marketing materials, or anywhere the logo must appear on a dark/conflicting background
4. The word mark is to be used as the brand identifier on physical products, and packaging, or where space does not permit the use of the bird (Kirby*)
5. Black and white word mark to be used where mono printing is required.
6. The word mark in reverse is to be used on the purple panel or where it is visually clearer, such as on an image
*Kirby is a name used internally only
b.box styleguide
Kirby*
Kirby* represents the b.box brand. He is friendly, clever + cool
He is used to add personality to our printed and online materials including packaging, websites, catalogues and presentations
Kirby is fun and playful and iconically b.box incorporated into our product design and part of our family
The name Kirby should never appear on packaging or as part of the logo
*Kirby is a name used internally only
company fonts
Our company fonts reflect our brand personality + ensure consistency across all platforms
b.box fonts should always be used in consumer advertising, graphics, artwork + anything consumer facing Company presentations representing the b.box brand should always use these fonts
All b.box fonts are clear + legible to increase accessibility
VAG Rundschrift D
Primary headings – VAG Rundschrift D – to be written in lower case. No full stops. (If VAG Rundschrift is used for body text then full stops and upper case letters should be used where appropriate).
Helvetica Neue LT Com 45 Light
Second tier heading – Helvetica neue – first letter, upper case, rest of text in lower case. Full stops.
VAG Rundschrift D Light
Second tier heading – VAG Rundschrift D Light – first letter, upper case, rest of text in lower case. Full stops.
VAG Rounded LT Pro Bold
Primary headings – VAG Rounded LT Pro Bold – to be written in lower case. No full stops. (If VAG is used for body text then full stops and upper case letters should be used where
Postcards From Paris
Consumer quotes, call out lines, titles and fun text – always lower case (all letters). No full stops.
editorial style
• All copy generated by our b.box corporate team to be written in modern UK / Australian English for all international communication. Copy can be translated into other languages for use by distributors + partners globally
• US English is totally fine for US centric publications, activities or marketing communications
• Copy should embrace an active voice and should reflect the brand ethos of being fun, modern, bold, clever + cool
• Keep language message-driven + dynamic
• We are informal and friendly, with a comfortable informative tone
• We ‘get it’. We understand the ups and downs of parenting + are here to make parenting easier. We are not preachy, or ‘know it all’ – we encourage a sense of community and ‘we are in this together’
• We can be cheeky + communicate with a sense of humour. We are never crass + always classy
• The b.box brand advocates healthy eating, family life - all types of families + all elements of family life , community, good relationships, friendship, well-being, fun, love, laughter, creativity, positivity + innovation. We expect that the product is never pictured or described in any situation that is contrary to these themes
• The use of AI is permitted for drafts only. If any copy is generated using AI it must be thoroughly proofread and transformed into the b.box editorial style. b.box product copy and product details, including trade materials, cannot be uploaded as prompts for AI services
• We never give any opinions to consumers or trade that may be construed as medical or legal advice language
we are informal + friendly, with a comfortable informative tone we are fun, modern, bold, clever + cool
editorial style
punctuation
• “Quotation marks – double”
• Wherever possible and appropriate please use the ‘+’ sign to replace the word ‘and’
• Hyphen usage sparingly. For example, preference PVC free not PVC-free
• When using bullet points - first letter of each bullet point to be upper case, all words thereafter in lower case. Start of new sentence upper case. No full stop at the end of each bullet
• In body text, upper case letters should be used at the beginning of every sentence and full stops used at the end of every sentence
• Product names should always be written in lower case. The exception is where capitalisation is necessary to optimise SEO or keyword search performance and when using abbreviated product names, ie insulated food jar should read as IFJ not ifj
• When describing b.box products including features, benefits, how to use, how to clean etc, always refer to the product spec sheet found in the global toolkit for the most up to date descriptions, terminology and hierachy of USP's (unique selling propositions). This ensures that globally our products are communicated accurately and consistently product details
collaboration representation
• When engaging or collaborating with content creators, influencers or other brands, avoid the use of the 'x' to represent the collaboration in any context ie Jane x b.box or b.box x Jane. The use of the 'x' implies an official b.box approved brand collaboration or exclusivity. Use is strictly limited to company approved partnerships such as Disney x b.box.
Our lifestyle talent photography showcases babies, toddlers + kids using our products in real locations. These images are created by the Global Marketing Team for selected products
Minimal props should be used. Focus is on the child and the product. Minimal clutter – settings should be clean + minimal, with complementary colours in the background
Images should always be taken with background to spare so images can be cropped to various sizes. Mix of cropping styles to add interest
Photography should always be useable in landscape and portrait final formats
photography style
in uencer + user-generated images
b.box values authenticity, diversity + the importance of accurate representation. Where on-location lifestyle imagery is required, local content creators can best capture the people, environment, style + culture of your region, connecting your consumers with the b.box brand in a more meaningful way
Please refer to these same guidelines when briefing creators or selecting images + content for use
b.box styleguide
photography style
Our photography is a crucial part of our brand style and feel. Photography and imagery are often the only visual communication available to consumers. It is important that our images tell the b.box story.
Guidelines around b.box general photography
• Product age grading and talent age should always align appropriately in any imagery
• Product images should always reflect the product being used appropriately, correctly and safely
• Where suitable, we love to see the b.box logo clearly visible
• Images must not show any other branding of any kind (photoshop out branding on prams, highchairs etc) and must not include any competitor products whatsoever
• Any food and drink shown in b.box images should reflect a balanced diet and be age appropriate to the talent in the image
• To present our brand in its best light, all images should show the talent and product in a clean, neat state and environment. While dribbles, spills and mess are a normal part of life with kids, they don't always translate well visually and can be a turn off for some customers
• All b.box assets, including photography and videography that feature b.box products, remain b.box IP. The exception is UGC created under contract
photography style
studio talent
Our talent photography features babies, toddlers + kids using our products in staged settings
Minimal props are used. The focus is on the child + the product
Complimentary colours - from our branded colour palette are used on backgrounds
A mix of cropping styles can be used to add interest
Images should always be taken with background to spare so images can be cropped to various sizes
Photography should always be usable in landscape and portrait final formats
photography style
styled product
Our styled product photography features our products in use in staged settings
Minimal props are used. The focus is on the product
Complimentary colours - from our branded colour palette are used on backgrounds
Images should always be taken with background to spare so images can be cropped to various sizes
Photography should always be usable in landscape and portrait final formats
photography style
product
Our product photography captures our product without shadow for use on online listings, for product reference + for general use
No food should be used
All images are deep etched and on white backgrounds
photography style
images with call outs
Our editorial style images include the main features or selling points of each product
For use on online listings or social promotion where more information is required
Call outs should be as succinct as possible
bright
ideas how to use our style guide
our style guide in action
catalogues
Catalogues use a combination of brand colours + fonts, and illustrated graphic fonts. Talent images can be clipped on full colour backgrounds or used with lifestyle backgrounds
