Best and Less has revealed its redesigned baby branding with its new baby campaign, 'Little details, all the difference.'
The campaign unveils the new branding and logos for the retailer's key baby brands Baby Berry and Baby Baby.
The new direction focuses on a more premium, boutique-inspired look and reflects the changes Best and Less has made to the fabrication of the baby pieces.
'Little details, all the difference' reveals the new double ended 2-way zipper romper, extended sizing and new fabrications including rib, pointelle, waffle, quilted and knitted.
Other new details include fabric zipper guards to avoid scratches or irritation and turn back mittens on rompers sized 00000-00.
Best and Less head of marketing Janine Van Deventer said the new campaign will attract new customers to the business.
"We are thrilled to be launching our refreshed branding for Baby Berry and Baby Baby as part of this heartfelt campaign.
"We have built such a trustworthy relationship with parents’ right across Australia, and we are welcoming new customers into our community with this new-look offering.
"They can also benefit from our Babyland website, an online hub housing all your baby needs in the one place, in addition to maternity-wear and bump friendly fashion for expectant mums-to-be," she said.
The new campaign premiered on February 15 across catch up TV, digital media, social media, influencer marketing, PR, digital, in store and owned channels.
The Baby Berry and Baby Baby brands have been leading Best and Less' baby category for the past eight years.
Best and Less operates 185 stores across Australia as well as an online store.
The new baby collection is available now and retails from $6.