Mighty Goods is buybuyBABY’s in-house line of baby basics, designed for the realities of parenting with clever details like snap closures instead of zippers. Anything that makes a new parent’s life a little bit easier is a mighty tool in their toolkit. To communicate this, the brand expression treats the product as hero and showcases the unique personalities of the kiddos who wear them. The lack of environment further helps to make the brand accessible to all families by foregoing any additional editorializing.