Baby Swim. Brand Identity Design
Baby Swim is Morocco’s first dedicated aquatic activity center for infants and toddlers. We created a full brand identity (logo, visuals, and style) to match the care, joy, and trust their services deliver.
Project Name
Baby Swim Morocco
Timeline
December 12, 2024
Category
Brand Identity Design
Live Link:
www.harrpy.com
Overview
Baby Swim is a child-first aquatic center based in Rabat, Morocco, offering safe, fun swimming classes for babies and toddlers. As a first-of-its-kind service in the region, they needed a brand that would instantly build trust with parents while feeling playful and warm for children.
They partnered with Axaana to create a complete brand identity from the ground up, including logo design, colors, type, and brand usage guidelines. The goal was to balance credibility with emotion, creating a visual system that both reassures and delights.
Problems
Before working with us, Baby Swim had no brand assets. They were in the process of setting up their space, hiring instructors, and preparing to launch—but visually, they were starting from zero.
Their main challenges were:
• Needing to appeal to both children and parents at the same time
• Finding the right tone between playful and professional
• Requiring a brand system that worked across physical items like signage, swimwear, and brochures, as well as digital platforms like Instagram and WhatsApp
• Creating something recognizable, local, and fresh
The identity had to be clear, functional, and full of personality.
Solutions
We started with tone exploration. Working with the client, we landed on four brand values to guide the visual system: joyful, safe, soft, and modern.
From there, we created:
• A custom, water-inspired logotype with playful rounded forms and splash motifs
• A gentle pastel color palette inspired by water, sky, and calm environments
• A typography system that pairs friendly rounded fonts with highly readable typefaces
• Layout and icon templates for social media, timetables, and internal documents
• A starter brand kit for print assets like class certificates, instructor badges, and wall signage
Every element was designed to feel like a seamless extension of the care parents would expect when handing over their children to the pool staff.
Results
After the brand launch, Baby Swim saw strong community reception even before opening.
• Parents reported choosing Baby Swim because “it looked more safe and professional” than other early-stage alternatives
• Brand visuals were successfully applied to uniforms, merchandise, and space signage without needing additional design support
The branding helped position Baby Swim not just as a service, but as a trusted, joyful experience for families.
