We worked with Kit for Kids on their marketing, branding and strategy. Upon closer inspection we realised that these diverse offerings were confusing to a consumer. After our initial workshop and research we decided to create a new brand for their cot mattress offering and position them in their own new premium niche.
We crafted a brand world that not only reflected their newly established brand values like honesty, credibility, heritage and most importantly protection but also encapsulated their new tagline "Protecting our future Dreamers'
We positioned Merifor as a premium lifestyle brand to new parents who want the best for their little ones. Their website housed their premium collection and their new photography style (which now featured fathers as well as mothers for the first time). Each shot highlights the new born and it's very protective parent. A Merifor mattress's purpose is to replace the parent at night time and supply the same level of comfort and security when the parent cannot be present. The photography gave comfort and alluded to this.