After a tedious internal discovery process, trips to Babies R Us, hanging out at local daycares (not the creepy type of hanging out) and a variety of chats with moms we have landed on a winning mark for our client, Kangaroo Quilts. Kidding, we didn’t go to Babies R Us or daycare. Hell, I spent plenty of time at that store when my wife was pregnant and feel I have enough credits for the next child.
Kangaroo Quilts has been really easy to work with and understands the value of our process. This relationship truly helps develop a far better product in the end.
The product itself will be released early 2009, but I can tell that it is a luxury product geared towards children 3-8 years of age. The quilts are handmade, completely unique and have variety of pockets. This led us to a powerful tagline of “Hidden Treasures”. Short but succinct, we feel this conveys the story we are going to tell in various touchpoints of the brand.
Without boring you with too many details on the strategy behind the mark, we wanted to create something powerful like a patch on a shirt, but playful enough to entice both mother and child. Tying the mark to the product through the shape and the dotted lines was tricky to avoid cliche’s but we have nailed it.
We will continue to share as the engagement continues.
