Babybites is a clothing and accessories brand for newborns. The brand has built its reputation on the success of their star product: a fish-shaped wearable sleeping sack. After a period of rapid growth, the company needed to structure their product lines, organize international expansion and establish their digital distribution worldwide. But there was one important element missing: apart from their star product, there was no brand.
We developed the creative strategy, brand narrative and brand design for the whole company. We needed a compelling story about the company and its purpose. After the interview process with the company owners, and some market research, we started to realize the strength of the narratives we were dealing with. A brand dedicated to newborns is a brand dedicated to the beginning of life, and the beginning of family.
Being a parent is hard. Learning to be one is an unforgiving process. You need patience, an open mind, and a physical constitution prepared for muscle stress, sound harassment (verbal comes later) and sleep deprivation. And if you are smart, you’ll throw in abundant doses of humor, because it is an essential element for survival. With all this in mind, we discovered the true purpose of the brand. This company was not about babies. This company was about parents, about parents learning to be parents, and about parents having fun.
Starting from this, we rolled out a brand narrative based on the humorous stoicism of parents, of parenting fun, through the differential values of the brand. A strong design, openhearted creativity, the building of singular families, and a rooted day-to-day attitude. The result was the building of family stories that are worth being remembered.
The brand logo was based on the two front baby teeth that formed a B for Babybites, surrounded by a big mouth. It was this element that allowed us to playfully create a baby character through motion. We realized just how expressive babies are with their mouths, and how much this graphic element had to offer in our story. This was followed up by a graphical language that could convey all the crazy situations that can happen around a baby. With such a rich source of content and ideas, the graphic language that comes to life is endless.
Finally, we also art directed photography as a key element to turn a baby company into a lifestyle one. Digging into the hilarious, terrible, extreme, dramatic and beautiful moments that happen around a family that is being born, we generated a photographic language for fashion shootings and documentaries. This intimate and truthful approach granted instant connection with our audience, a fact proven by the rise of engagement in social media. This allowed us to increase awareness, and ensure much needed strength and traction for the birth of this new brand.