Cushy Cove

Read about this project on our blog

Aeolidia to the rescue!

What We Delivered

Identity:

  • Logo
  • Secondary Logo
  • Quick Brand Guide
  • Brand Details

Photography:

  • Styled model shot
  • Styled model shot
  • Styled model shot
  • Styled model shot

Print:

  • Business Cards

Copywriting:

  • About page
  • Product description

JJ's Project

When we first met JJ, he was ready to capitalize on his success selling on Amazon and turn his playmat-selling business into its own brand and online store. About his goals for the design, JJ told Melanie:

I want the logo – together with the entire brand and website design – to give the reliability and trust for customers to feel safe to shop on my site. In that sense, a simple yet elegant logo with dignity may be preferred over a kiddy style logo, even though our site would mostly sell kids play mats.

Aeolidia to the rescue!

What We Delivered

Identity:

  • Logo
  • Secondary Logo
  • Quick Brand Guide
  • Brand Details

Photography:

  • Styled model shot
  • Styled model shot
  • Styled model shot
  • Styled model shot

Print:

  • Business Cards

Copywriting:

  • About page
  • Product description

Our Solutions

We used a multi-faceted plan to help JJ achieve his goals. We began by helping JJ to better define his target customer with a marketing consultation and then moved on to creating a new brand – starting with a business name and tagline, we then created a logo and brand identity that will appeal to the business’ target customer. The new Cushy Cove logo has a clean, simple elegance, while also conveying the connected feeling between mother and child.

With the visual identity complete, we got to work on beautiful, effective art and copy that would tell the Cushy Cove story through words and images. Jennifer styled, produced, and shot completely new images of the many play mats in the Cushy Cove collection. Far more than product shots, the images of babies and moms enjoying the mats conveyed the emotions and lifestyle that Cushy Cove products provide.

What Our Client Had to Say

From the brand name, tagline, copywriting, logos, hero shots and more, it’s been a great pleasure to work with the Aeolidia team where experts for each area kindly and professionally led me through projects that seemed overwhelming at first. Moreover, they have a working process to deal with ambiguity and find the perfect balance between the needs from the client and the target audience. When coming up with the brand name and logo for example, they did a great job discussing and explaining why their direction could work best for target customers instead of just making changes upon requests. As a result, I now have a beautiful name and logo I am very satisfied with and well suited for my target audience. Aeolidia is a team you can trust and I would definitely work with them again in the future.

Logo

Cushy Cove logo design by Melanie Burk

Secondary Logo

Design by Melanie Burk

Quick Brand Guide

Design by Melanie Burk

Brand Details

Design by Melanie Burk

Styled model shot

Cushy Cove photograph by Jen Lacey

Styled model shot

Cushy Cove model product photography

Cushy Cove styling and photography by Jen Lacey for Aeolidia

Cushy Cove photograph by Jen Lacey

Styled model shot

Cushy Cove model product photography

Cushy Cove styling and photography by Jen Lacey for Aeolidia

Cushy Cove photograph by Jen Lacey

Styled model shot

Cushy Cove model product photography

Cushy Cove photograph by Jen Lacey

Business Cards

Business Cards

Cushy Cove print design by Melanie Burk

About page

OUR MISSION

Cushy Cove was created to give babies and parents a safe, fun place where curiosity, adventure and growth become a natural part of a family’s home.

 

OUR STORY

Our original and authentic mats were the first of their kind, developed 25 years ago in South Korea, where floor-based living is part of a centuries’-old tradition. Over time, we’ve continued to evolve and enhance the original design to bring our hypoallergenic, waterproof and ultra-soft Cushy Cove playmats to the US market.

 

OUR PHILOSOPHY

Hands down, we believe the floor is the safest place for babies. In the US, falls are the #1 reason for emergency room visits for kids under the age of five. Thanks to their large size (comparable to a queen-sized mattress) and extra-cushiony texture, our playmats soften babies’ falls and give them plenty of room to roll, sit, stand, and tumble so they can boldly keep exploring.

 

OUR PROMISE

Cushy Cove playmats are completely free of any potentially harmful materials such as BPA, EVA, plasticizers, and phthalates, and they are made with 100% recyclable materials to keep both baby’s habitat and our environment safe.

 

OUR DESIGN

A hypoallergenic, waterproof, one-piece design makes our playmats easy to clean—no mess stuck between puzzle pieces! Roll them away for easy storage, flip them over to use the other side, or take them with you on picnics and camping trips. Our playmats were made to be a versatile, durable part of your baby’s life for years and years to come.

OUR FOUNDER

JJ Park bought his son’s first cushy mat from a friend in South Korea in 2008. At the time, he was working as a Marketing Business Analyst for Amazon.com and quickly saw a need for high-quality playmats for growing families like his. In 2010, JJ began selling the original cushy mats online. This endeavor, which combined his online selling experience with his fluency in the Korean language, quickly evolved into a full-time, rapidly-growing business. Today, Cushy Cove playmats have received an Amazon Choice Award and an overall 5-star rating with more than 1500 reviews.

Born in Akron, Ohio, JJ grew up in Seoul, Korea and lives in Seattle with his wife and three kids. He travels often between the US and Korea to introduce the best of both cultures to each other as he grows Cushy Cove.

Product description

Baby Care Playmats

Transform any floor into a safe, stimulating space for baby with this ultra-cushy playmat that absorbs the impact of falls and tumbles as they discover the world around them. Larger than conventional mats, it provides little ones and family members plenty of room to bond and grow. Each mat is reversible, with educational, stimulating illustrations for baby on one side and an interior design aesthetic on the other. An extra-durable, one-piece design makes it easy to clean, roll away, and enjoy for years to come.

  • Material type: Phthalate Free, BPA Free, Lead Free, Latex Free,   Formaldehyde Free, EVA Free
  • Waterproof, Hygienic and tested to European Toy Standards EN71
  • Baby Care Large: 82.7 x 55.1 x 0.5 inches, 17 lb
  • Baby Care Medium: 72.8 x 49.2 x 0.4 inches, 12 lb

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Having a team of experts with their thinking caps on for your business is a feeling like no other. We are professional, punctual, and our clients tell us that our work is transformative.

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