MAKING BABY DREAMS COME TRUE
VGC developed the strategic brand identity for the baby product brand, Baby Dreams by J.L. Morison. We created two mascots, Luv and Khushi, who evolved with the brand’s vast product offering. The mascots were created as key communication tool that held conversations with the child’s mother through the product packaging and other communication devices, since advertising for these products is against government policy.
Baby Dreams is a flagship brand from J.L. Morison that offers whole range of baby and mother care products.
J.L. Morison mandated VGC to develop a strong brand and communication strategy for its Baby Dreams line of products of baby bottles and other baby accessories.
We created a new strategic brand identity that was a lot more vibrant and appealing. VGC thought of the concept of ‘Smart Love’ which emphasizes that a parent’s love is not only about emotions but also about making the right and smart choice for the child. This idea of Smart Love is clearly brought out in the tagline ‘The Smart Mom’s Choice’.
VGC kick started the next processes with an in-depth survey of the existing product categories in the market. In developing the communication strategy for the brand, we developed two dynamic mascots for the brand – Luv and Khushi. These mascots formed the key communication tool for the brand through the product packaging, which educated the user about its value proposition. As the brand offers products for different age groups, we created the mascots at different stages of their growth. In effect, the mascots grow along with the child.
The packaging of each product formed a platform to communicate and educate the user about the product and its value proposition, since it’s against government policy to publically advertise baby bottles and teats. The packaging was strategically designed so as to work well with both general and modern trade. The new packaging resulted in a higher shelf throw in stores.
Store POS systems and visual merchandising were also designed in line with the brand guidelines.
Project Scope: Communication