Carrying the Future

Maxi-Cosi innovates its brand identity and product range

Maxi-Cosi, Dorel Juvenile’s leading brand and market forerunner, is innovating its visual brand identity and product range. The simple, yet vibrant and contemporary visual identity fits with the new, cutting-edge products that will be launched later this year.

Nina Rosenthal, Global Brand Experience Manager for Maxi-Cosi explains: “Maxi-Cosi strives to be one of the world’s most trusted and loved child mobility brands. We want to be the brand that helps today’s new families create and enjoy more beginnings together every time they step outside.” That is why Maxi-Cosi continuously seeks to innovate—to provide parents and families with mobility solutions they can trust, and which grow with them over the years.


Maxi-Cosi was born in 1984 and has since become the #1 brand of baby car seats worldwide.



The modernized Maxi-Cosi brand will hold true to its trusted name, but have a fresher look and feel. The rebranding includes a simpler and bolder Huggy logo, fresh PR images and product packaging, as well as a new tagline and website. The Huggy logo—a trusted and recognizable symbol depicting a parent’s arm embracing a child—has been at the heart of the Maxi-Cosi brand since its beginning in 1984. This trademark logo has just been streamlined, so customers will still easily recognize it. Meanwhile, the new tagline is: We Carry the Future. The makeover roadmap includes refreshing digital assets, including the global website, digital content and PR. The new Maxi-Cosi global website will be live in September.

logo and tagline
Maxi-Cosi carries the future because it believes in doing as much as possible to help parents as their families grow. “In fact, we’ve carried 50 million babies home from the hospital and we’ve been there for the many milestones that follow,” adds Rosenthal.

 In 2017, Maxi-Cosi will present 66 different car seats and 16 strollers.

We will see the rejuvenated Maxi-Cosi brand and product range come to live at the Kind + Jugend fair, the leading global fair for the baby and toddler outfitting sector. The fair will be held in Cologne, Germany between 14-17 September 2017. Some of the innovative products consumers can look forward to include the AxissFix Air, the first car seat to use airbag technology, and a variety of pioneering urban strollers.


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