The Booster Tag

The Booster Tag reframes booster seat safety for parents. No matter how old a child is, if they fit clothing displaying the Booster Tag icon, they’re likely still under 145cm tall and require a booster seat to safely travel on our roads.

The new label icon, in the shape of a smiling booster seat, is designed to sit alongside existing care instructions in any t-shirt size 4-11. It's a PSA that gets washed, folded and re-seen every week. A message that stays with parents as long as the t-shirts displaying the Booster Tag icon fit their children. A simple, tactile idea that turns any child’s t-shirt into a potential road safety reminder.