Mumpreneur Darragh Heard (co-owner of Heard Agency) was ready to launch Bubze.com.au, an online boutique for baby accessories. In an incredibly competitive market place heavily driven by Instagram small business success stories, we needed to develop a brand identity with cut-through and longevity, as well as ongoing integrated marketing strategies that would build brand awareness and drive sales.
The Bubze brand specialises in quality-made and competitively-priced products that are also highly stylish. Our target audience was primarily fashion and socially-conscious mums, aged between 25 to 45. We understood that we needed to highlight Bubze’s trend longevity and timelessness, veering well away from expected ‘cutesy’ or gender-conscious branding. Wanting to appeal to mums of all demographics, we aimed for something neutral, yet refined. Leaning towards an organic, individualistic and elegant aesthetic, we leveraged an on-trend pastel colour palette, geometric patterns, and a handwritten logotype.
