Objective
Arbanox (known as BabyVita), a baby food brand wanted to rebrand and expand its business online. After ruling the offline market for 30+ years, it is trying to spread its legacy to the online marketplaces and build its identity. So, what were some of the biggest challenges?
- A saturated market for baby food products
- An online presence and awareness among new-age parents
- Creating a new brand identity
- Rebranding all brand touchpoints online
Strategy
We did a detailed market analysis on the brands with a market share in the baby food category to understand our client’s positioning. After careful consideration, we came up with the strategy for rebranding the brand identity to blend yet stand out from the existing brands.
- The primary color palette for all future creatives
- The typography for the creatives
- Focus on children above 6 months and 2 to 6 years of age
- Messaging around the brand’s legacy and traditional methods
- USPs like natural and organic ingredients
Execution
- Designed the website from the ground up, taking inspiration from competitor brands like Slurrp Farm, and Cerelac.
- Conceptualized and created landing pages that aligned with the brand’s new design language for a cohesive visual identity.
- Created interactive, fun, and easy-to-use tiles and A+ pages for each product.
- Designed each piece of communication with mothers in mind, with the content striking a balance between being informative and irresistibly adorable to help build trust and confidence.
- Promoted a diverse range of products tailored to specific requirements and topical events for the D2C ads on Meta and Google.
- Highlighted USPs like Zero Maida and Zero Added Sugar for the kids’ range and positioned other brand products to match the requirements of the whole family
- Created multiple Amazon Sponsored Brand ads featuring products with engaging interactive elements, designed to captivate the right target audience and boost conversions
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