Client: Guava Family
Services: Verbal Identity, Campaign Concepts, Video Scripts, Content and Copy
Opportunity
Since 2009, Guava Family has produced design-minded equipment for active parents. Despite having products with a solid track record, they struggled to stand out.
Research led to a clearly defined unmet need: Parents need moments outdoors to recharge. But traditional baby products make this a challenge.
Years of direct-to-consumer product testing and feedback made Guava’s gear far more portable than competitors. From this point of difference we crafted a relatable and encouraging brand story.
Execution
A full verbal identity (internal guidelines and external messaging) informed a new visual identity and brand storytelling.
This led us to a brand purpose and campaign called Challenge Accepted.
Their point of difference (portability) is central to their brand story of helping parents get outside to recharge. We branded this with a new tagline, Radical Portability.
Brand Purpose
We like to challenge what others readily accept. Because challenges are adventures in disguise.
We encourage parents to get outside with their kids and recharge.
The planning and packing are always worth the effort when you see the smile on their faces and feel it on yours.
So go ahead and revive your old training routine. Book those flights you’ve been dreaming of. Or just take the long way home to discover something new.
Where others say, no way. We say, Challenge Accepted.
Copy, Content and Ads
A new messaging strategy included easy-to-grasp (educational) explanations of the brand’s portability technology and its benefits—especially important information for first-time parents.
We also emphasized parity with competitors. Illustrating how the brand isn’t just portable. It is durable and safe, too. These three benefits formed the core of the brand’s promise.
Outcome
Guava Family's rebrand helped align the business and transform its brand narrative. Its newly articulated brand purpose resonated with its target audience and successfully set it apart in a competitive market.
This fresh, strategic story empowered them to create compelling new assets, including a revitalized website, impactful marketing campaigns, and a consistent brand voice.
Award-Winning: Recognition from Time Magazine as one of the best inventions reinforces the impact of the brand.
Market Success: Guava Family continues to thrive, demonstrating the lasting power of a strong brand identity.
Customer Connection: The brand story continues to help parents connect with Guava's products on a deeper, more meaningful level.
Client Testimonial
“Zane's ability to jump in and quickly create impactful, immediately usable work is every creative director's dream. Specifically, he helped us take dissonant insights and turn them into a solid, strategy-lead manifesto and multiple brand video scripts for performance marketing.”
Reed Schmidt
Creative Director, Guava Family