ever & ever

Celebrating
the sweetness
of childhood

There’s no shortage of pure magic in those early years of
childhood. From the first smiles, to first step—as a parent, it’s
those little moments when you wish you could pause time and
live in that feeling of pure bliss forever…

While we have yet to crack how to pause time, we did the
second best thing and created an owned brand for
buybuy Baby that channeled the boundless joy and charm
of childhood. Rooted in the timelessness of classic style,
ever & ever launched in early 2022, offering parents a range of
well-designed and safely-made furniture, decor and apparel.

ever & ever was named
to reflect the tender bond
between parent and child,
while also giving a nod to
the timeless aesthetic of
the product.

Brand System

The typography, color palette and overall graphic elements were inspired by vintage fabrics, papers and children’s book illustrations.

Team and Collaborators

Strategy

Gabrielle Muse
Ali Hartwell

Design

Martin Grasser
Taylor Givens
Lilly Archer
Sienna Owyang

Operations

Alex Sagol

ever & ever

Celebrating
the sweetness
of childhood

There’s no shortage of pure magic in those early years of childhood. From the first smiles, to first step—as a parent, it’s those little moments when you wish you could pause time and live in that feeling of pure bliss forever…

While we have yet to crack how to pause time, we did the second best thing and created an owned brand for buybuy Baby that channeled the boundless joy and charm of childhood. Rooted in the timelessness of classic style, ever & ever launched in early 2022, offering parents a range of well-designed and safely-made furniture, decor and apparel.