Premium nursery and baby goods supplier The Baby turned to Caulder Moore to create a new identity and online presence that would create stand out and help position them as the first choice retailer for premium baby goods as they prepared to expand the business across the UK and online.

We saw the opportunity for The Baby to engage with the affluent, less price conscious consumer who wants to indulge their child and aspires to have the very best baby products and accessories, by adding a more aspirational feel to the brand and website and using a tone of voice that would speak directly to this market. The second strand of our strategy was to communicate the heritage knowledge and expertise of its owners, former Daisy and Tom directors, Janet Rawnsley and Liz Stephenson, to give the brand more authority and create a point of difference.

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