edenspiekermann_
Nuna

How can an international brand for baby and child products appeal to both young parents and future parents, in the Netherlands and abroad? Edenspiekermann has refined the brand strategy and brand communication according to the perception of both groups of parents on an international level. This redesign coincides with the introduction of Nuna’s Leaf chair, for which Edenspiekermann has developed the campaign.

Nuna designs smart designer products that make the lives of parents easier and that children appreciate. These innovative, no-nonsense designs are based on a realistic view of parenthood. Even so, the brand was not attracting the attention of future parents. This was mainly because the communication was interpreted differently by future parents, who are not yet aware of all the drawbacks of parenthood. Furthermore, the down-to-earth Dutch style of communication was not always understood and appreciated internationally.

The existing visual style was certainly distinctive, but the black-and-white photographs combined with the slightly cynical text were considered rebellious and too confrontational by future parents and in some countries. Edenspiekermann replaced the black-and-white photographs of rebellious children with less controversial images, with bright colour accents, catchy wording and colourful typography. This symbolises the refined brand strategy: being a parent is usually a great adventure full of special moments, but it is not always a bed of roses.

This redesign coincides with the introduction of the Nuna Leaf, a stylish high chair with a unique movement, which will come onto the market this autumn. The USPs of the chair are depicted in the photographs with metaphors that refer to aspects such as the rocking movement that calms the baby. The high chair was presented for the first time at the Kind und Jugend-expo held in Cologne in September 2009.

The new brand communication is more usable for the broad European target group and now also appeals to future parents. The stand at the Kind und Jugend-expo generated plenty of positive exposure for the brand.