A nurturing brand identity for a bright future
Challenge
Carifit is a strong and proven business with a loyal and growing, online community of connected parents. With expansion on the horizon, the business needed to organise for growth. While the previous brand identity had served the business well, it was time to define the future of Carifit.
The next stage of growth was to scale by expanding their offer and reaching the business’ full potential. Carifit needed a brand that could accommodate its proprietary carrier, an enhanced digital experience, a new corporate offering, personal wellness support, and new prenatal and pregnancy services designed to complement the postnatal offering.
Brand evolution would broaden Carifit’s reach, inspire its growing team, motivate investors, and build on loyal foundations within its fanbase to grow a larger, engaged community. The challenge was to nurture an established brand and refine its strategy, ethos, and positioning so that Carifit could become a household name and the go-to solution for postnatal wellbeing.
Strategy
Our Organise for Growth brand programme allowed us to focus on what makes Carifit unique by establishing the what, why and how of the business. The competitor audit and customer personas needed to span a diverse market, ranging from fitness communities, postnatal medical and physio support, as well as other baby carrier products. With this broad foundation we were able to build towards a robust identity that could position the brand for growth in each of those channels.
Carifit’s baby carriers, and wellbeing support, are designed to transform the lives of parents and babies through bonding and fitness. The combination of promoting physical and mental wellbeing while nurturing the strength of the connection between parent and child, drove the simple and powerful Organising Idea: Stronger. Together.