Gear for adults with children. Not baby stuff.
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.
Challenge Accepted became the tagline and storytelling lens through which the brand strategy would be shared with their audience.
A full verbal identity (internal guidelines and external messaging) which was then used to inform visual identity, website copy and performance marketing campaigns.
Central to their brand story is how their point of difference (portability) helps parents get outside to recharge. Which we branded as Radical Portability.
Research led us to a new messaging strategy. This included pages that explained the brand’s portability technology and the benefits of portability. 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.
Go to Guava Family Website
Below is a list of the interconnected brand elements provided:
- Brand storytelling lens
- Homepage copy
- About us copy
- Why us copy
- Unique sales proposition
- Consumer value proposition
- Elevator pitch
- Meta descriptions
- Video scripts
While I await results from initial ad campaigns I can say that the team at Guava are thrilled with the new verbal identity. It has equipped them with a clear and meaningful story that has helped them align all of their marketing initiatives, vendors and stakeholders.