*The project was created in Brandoctor in 2016. Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Baby Center is the leading Slovenian brand of children’s equipment. Despite being in the market place for 25 years, the brand lacked emotion and was only synonymous with equipment.
The brand strategy was based on the premise that being a parent is a demanding role. Brand story elaborates on parenthood being a journey full of surprises, both happy and difficult, rewarding and scary but most of all the most beautiful experience. When embarking on a new voyage, you need a helping hand, a shoulder to lean on, a smile to cheer you up, because you can’t do it on your own. The beginnings are not just the birth of the baby, but everything from the first tooth, to crawling, walking, first day of day care or school.
Baby Center celebrates all beginnings that you as a parent experience with your child. The brand strategy has resulted in the new philosophy that is seen in all aspects of the brand from the slogan – Helping hand for all your beginnings – to the visual identity, interior and communication.
The visual identity shows a set of different brand icons which are animals taking the form of the hand, thus embodying two sets of associations – lovely playful animals and those of a helping hand that is the synonym of Baby Center. The stork is the key symbol – while the rest of the animals show a rich mosaic that is playful and needed for older children, since the stork is only synonymous with babies. The icons are present in all channels of communication as well as in the shop interior.