For this market items such as prams and car-seats are important considered purchases in terms of fulfilling functional needs such as safety and comfort, but it is equally important that they satisfy lifestyle aspirations.  Another emotive influence for this audience is ‘celebrity culture’ and what brands are being bought and used by pop-stars, models, footballers and their wives, talk-show hosts and the like. 

Stylish and sophisticated, yet simple, contemporary and playful, the new identity summarises The Baby’s aspirational, premium offer, creating ownability for the brand and helping to stake its place as the UK’s number one premium baby goods retailer for parents who want the very best.

We translated that online with a cosmopolitan-feel website that takes its influence from high-end lifestyle magazines to communicate The Baby’s expertise and inspire and encourage purchase and repeat visits.

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