baby&junior: Tula is presenting its new brand identity for the first time at Kind + Jugend. What is the idea behind the relaunch?

Heberto Calves: The relaunch reflects a shift we are seeing around the world: today’s mothers and fathers want to stay close to their child while still feeling like themselves. They are looking for products that support real everyday routines, deliver ergonomic comfort, and express their personal style. That is exactly where Tula lives. We bring together design, individuality, and trusted comfort to show that style and ergonomics naturally belong together.

baby&junior: Baby carriers have long become more than functional products. What role do design, personal style, and identity play in the purchasing decisions of young parents? Heberto Calves: Baby carriers have become part of how parents show up in the world. They are practical everyday companions that parents wear, share, and make part of their daily rhythm. That makes design central to the experience, not an afterthought. A carrier should feel supportive, intuitive, and personal. For Tula, the best product experience happens when design and ergonomics work so seamlessly together that parents never feel they have to choose between function and self-expression. For retailers, this opens up an additional approach to consultation: alongside function and ergonomics, personal style becomes an important consideration when choosing a carrier.

baby&junior: Tula and Ergobaby are part of the same company. How does Tula differentiate itself as a brand?

Heberto Calves: Ergobaby offers a broad, advice-led portfolio for parents seeking comprehensive support across different stages of development and product categories. Tula puts personal style and individuality at the heart of its brand. It is aimed at parents looking for a baby carrier that fits seamlessly into their everyday lives while still feeling distinctly like their own.