Creating a baby brand for first-time parents
South Korea’s largest retailer, Emart, was ready to introduce a new baby brand to the market. Our brief was to create a successful new brand and retail experience from scratch - a lifestyle destination that’s aspirational, comprehensive and synonymous with support and care - whilst also taking into account the cultural and contextual needs of South Korean parents-to-be.
We spent time gaining a deep understanding of the South Korean customer, the sector, and other key drivers that influenced the positioning and execution of this new brand.
Key insight: A low average birth rate of 1.1 means that the majority of South Korean parents are first-timers seeking contemporary advice and reassurance.
In a project that spanned strategy and identity creation through to environmental & digital design and communications, a new brand - Marie’s Baby Circle - was born. The concept of ‘circle’ symbolises inclusivity and the idea of a supportive ‘family’ on hand to help those new to the world of parenting. The brand name and store design represents its existence as a hub for parents, containing everything they need to prepare for and enjoy parenthood.
The store is an aspirational ‘home-from-home’ and a healthy, uplifting space that talks to adults about all things baby. Interactive elements appeal to digital-native customers, lifestyle-led presentation and social areas encourage parents to spend time with this new community of peers and credible experts.
Helpful, conversational communications have been created to focus on what customers need to know and break down the jargon, creating a platform for service, expertise and help where new parents can connect with a supportive community.
Strategic shift: From selling by category conventions to buying into a confidence-giving community.
An interactive wall responds to touch, triggering different animations and sounds that bring to life a whole host of characters designed by D&P.
The Mother's Market is a space that showcases products designed by fellow mums, as well as ranges from bloggers and influencers.
“ D&P’s customer-centric approach in designing store experiences, combined with their great chemistry with the Emart team, made Marie’s Baby Circle a destination for all mothers-to-be and young families in Korea.” Brian Kim,
VP, Merchandise Strategy Division, Emart
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