Wallbaby is a winner

How we won a D&AD Pencil with just one word.
Jamie Thorp
by Jamie Thorp

Our work for Swedish poster store, Wallbaby, picked up a Wood Pencil at the D&AD Awards for naming, as well as being shortlisted for tone of voice.


The Pencils go out to top creative work in branding and advertising, or as D&AD puts it, “the best of the year in its category, an example of creative excellence for future generations to be inspired by.” Not bad for a baby.

The name Wallbaby was born from the brand’s charm, swagger and Swedish eccentricity. It playfully hints at what they do, while being unapologetically different to the more functional names in the space.

Big thanks to our design partners at Snask for inviting us on board and bringing Wallbaby to life, and well done to all the other names, voices and visuals who won this year ✏️ 🎉

Wood pencil e1655395572673

Related articles.

Argos Simple Value
Why good packaging copy matters
Jamie and Orlaith CopyCon
Key takeaways from our naming talk at CopyCon
Image 11
Reed Words profiled by Dieline
No planet B
Language for the fight against climate change