With fierce competition from Baby Bjorn, Bushbaby needed to make a real step change with their positioning to capture the imagination of mums.
The key to this was to use the most simplest of insights – that to a baby every day is an adventure. An insight gleaned whilst watching people shop in the mecca that is the Trafford Centre.
Thus ‘Adventures in Comfort‘ was born which combines the unique brand truth – comfortable carrying – with the insight to create a positioning that moved Bushbaby from a performance only brand to an everyday brand.
The first thing we did was to create a simple identity that could be easily applied across all the channels. Two typefaces were introduced, Wendy to add warmth and a chatty personality and Helvetica to deliver information. A contemporary colour palette was used to complement the carriers and a whole new family of photography was commissioned. The result was a warm and inviting brand.
The first piece to carry the new positioning and identity was a product brochure. The brochure gives mums both the emotional connection with the brand, the key brand differentiators and sufficient details to choose between the products. The supplier work book needed to have a more technical feel to it. The focus of this book was to deliver product benefits and sales messages. A working grid was set up to enable the user to quickly and easily compare products.
It did the trick, Bushbaby gained listings in several major retailers.