Mrs. Smith’s Diaper Bags was a new product looking to create a distinct image that would appeal to her consumers: Busy Moms (and later Dads) on the go.
In establishing this brand it was important to understand the purchaser. Or who these diaper bags are for. The mom who has more important things to do than to worry about what she carrying around. During a creative session the CEO, when talking about her philosophy, mentioned “Making the day about the day (not about the details.)” From that the theme of the campaign was born. This was a lifestyle product and we wanted to reflect that.
What makes these diaper bags unique is a patented pull out drawer. With an expanding product line, we showed product shots and fabric swatches depending on what marketing piece was being created. Ad campaigns feature a mix of lifestyle photography as well as the growing product line.
The owner often liked to go to the park to do market research, and the feedback would allow us to quickly iterate ideas and get feedback quickly.
The product was launched with a small collection as the owner would use to sell to big box retail stores and well as local boutiques. It was also available online.
This brand development process include:
- style guide
- website design
- stationary system
- hang tags
- fabric swatch guide
- textile design
- tradeshow booth