*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Baby Center is a Slovenian brand of children’s equipment, it has been in the market place for 25 years. Despite being in the market place for 25 years, the brand lacked emotions and was only synonymous with equipment.
The analysis of the brands that offer children’s equipment has indicated lack of emotions as the key negative trend in the Croatian and Slovenian markets unlike the European and the US market.
The brand strategy was based on the premise that being a parent is a demanding role. Baby Center understands what it takes to be a parent and knows that being a parent is not something you can learn until you embark on that journey yourself. 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.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultants: Petra Despot Domljanović, Željka Zrnić, Stipan Rimac
Copywriters: Anja Bauer Minkara, Željka Zrnić
Brand Implementor: Jelena Mezga
Designer/Illustrator: Sandro Dujmenović