Rebranding for the Millennial parent
Chinese childrenswear brand Balabala's fashionable offer spans newborns to teenagers. However, their existing identity and store concept needed a grown-up makeover in order to appeal to the millennial mum, communicate their trend-setting credentials and encourage their young shoppers to experiment with their style.
We developed insights based on Balabala’s millennial target audience and uncovered trends in visual culture, global peer-influencers and how they’re redefining parenthood in how they live, shop and express their personality and ambitions visually.
Key insight: Millenial parents are looking for visual optimism, products and services that simplify and guide them through the changing purchases as children grow and evolve their own personalities.
We created the experience vision ‘Together we dream’ to appeal to the Millennial parent and kids of all ages. Complete with a new-look logo and a more sophisticated design language based around contrast, the style-led concept is akin to the fashion brands that parents love to shop in, whilst being full of playful shapes, surprising moments and fun, punchy colours to delight and entertain children. The rebrand is packed with personality, allowing Balabala to express their unique character and fashion credentials across all channels.
Strategic shift: From kidswear store to fashion-forward lifestyle brand.
At the core of the new identity are two simple forms - a circle and a rectangle - combined to create bouncy, characterful letters for the wordmark instead of using more traditional typography.
The Infinity Wardrobe - a 360° rotating display of outfits - introduces a mix-and-match approach to outfit combinations.