*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Froddo is the leading Croatian brand of children’s footwear. After acquiring another Croatian footwear brand Bambi and with plans to make a stronger international appearance, Froddo needed a stronger brand strategy.
The brand analysis included research of the global trends in kids footwear as well as interviews with children, parents, child psychologists and product designers. Our main insight was that no child is the same, just as no foot is the same. Froddo celebrates this diversity and doesn’t want to practice the one-size-fits-all approach among children. This way children can grow up freely and leave more distinct footprints.
The brand strategy resulted in a new product – personalised sneakers that come with a pen (which can be easily erased) so children can draw and write on them according to their own wishes. We were involved in the whole process of developing the new collection.
The new slogan “Every step is your story” and visual identity both project the brand story of a happy child that grows up freely. The brand strategy is also reflected in the new shop concept designed by our sister agency Brigada and communication campaign developed by Bruketa&Žinić OM.
Since the launch in early 2015 the brand’s sales grew significantly. The number of international buyers grew by 60% and 74% more footwear was sold in the foreign markets for fall/winter 2015/16 compared to the same period the year before.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot Domljanović
Junior Brand Consultant: Stipan Rimac, Željka Zrnić
Brand Implementor: Jelena Mezga
Art director: Igor Manasteriotti
Dizajner: Igor Manasteriotti, Mia Marić
Ilustrator: BooBoo Tannenbaum
Dizajn interijera: Brigada
Komunikacija: Bruketa&Žinić OM
Fotografi: Domagoj Kunić, Igor Manasteriotti