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My Expert Midwife: Brand

How do you give personally invested brand owners the tools to trust their fledgling brand to bloom?

My Expert Midwife had already gained a cult following with their fledgling brand and niche online-only product range. They were in a great place to build their brand and approached us to take them to the next level.

 We saw a fantastic opportunity to showcase the owners’ expertise by creating a stronger, bolder and more distinctive brand identity. One which could work with equal impact across packaging and campaigns, allowing the brand to successfully transition into a physical store environment.

WHAT WE DID

Strategy.
Identity.
Packaging.
Web & Social.
Campaign creation.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
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Before
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Before
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OUR CHALLENGE.

My Expert Midwife required additional brand assets to flexibly stretch across multiple brand touch points such as packaging, POS, paid adverts and social campaigns. The challenge was to do this while staying true to their approachable, matter-of-fact attitude, boldly addressing the realities faced by pregnant women and new parents every day. We ramped up the ‘expert’ credentials but kept the personal and playful nature of the brand very much in place.

Before
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Disparate and unloved, Asda's Organic range lacked consistent brand assets with no clear graphical signpost in store or online. It needed a fresh and cohesive new look, that would be instantly recognisable in a busy and saturated

store environment.

SNIFFING OUT THE ISSUES.

We visited store and reviewed the packaging, presenting the following observations:

• The packaging lacked familiar natural cues. The turquoise background and tropical leaves felt appropriate for the human plant-based category.
• The paw graphic was not an ownable asset.
• At shelf, differentiation was a big problem between cat, dog and the different pack formats.
• The packs lacked food appeal, with no emotional connection for pet parents.
• The overpackaged and shiny bags felt artificial and made legibility poor at shelf.

Before
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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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The Dawat wordmark stands tall and proud, subtly crafted to add an Indian flair. The central and open stance of the ‘W’ kicks off the joyful and optimistic vibe of the identity.

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We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

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TRUE COLOURS.

Liberal use of the vibrant brand colour was integral to our design, and this now stands out proudly on many Instagram posts. It was supported and complemented by softer, secondary colours, alluding to the all-natural ingredients.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.

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Dynamic content image from a design case study

THE REAL DEAL.

Real model shots show the reality of pregnancy and birth, never afraid to confront things often airbrushed away, such as stretch marks. The clean, modern product photography reflects the high-quality products within - no nonsense but highly effective

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All videos by Fresh Cut Creative freshcutcreative.co.uk
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full-on FLAVas.

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

WHAT’S IN STORE?

Our logo radiates happiness, with the sunshine yellow and roof motif symbolising the joy of home. The “SO” lockup adds a conversational tone to headers, perfect for nifty statements and customer reviews. With thoughtful design at the heart of the brand, our sketch style annotations nod back to Kin’s internal product design team and the care and attention that goes into the creation of every product.

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HAPPY HOUSEHOLDS.

Asda invested heavily in increasing and diversifying the budget friendly range. It now stretches into every household category from beans to bleach, cat litter and even shampoo, keeping price sensitive households running with all their weekly staples.

Asda invested heavily in gold foil across the whole of the Christmas range to elevate, raising quality perceptions even further.

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Dynamic content image from a design case study

The tone of voice is inclusive and conversational, one of empathy and understanding. ‘We know how you feel and we can help.’

 

We created a suite of assets for the brand, including a simple line style for illustrations and animations, and multiple graphical templates for online campaigns and paid adverts.

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Antenatal & Anti-fluff.

2021 saw the birth of their Expert Antenatal Classes, a modern approach taught exclusively by registered nurses. From the existing brand architecture we developed a suite of assets born from an ultrasound scan, the logo represents both an ‘M’ and the shape of the baby. This is then used as a fluid line acting as a connector between mum-to-be and the antenatal community.

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Our tone of voice speaks volumes on every pack. Don’t be a negative nelly, lets speak with expertise, honesty and always with a positive outlook on life. A comprehensive brand book brings the brand to life, ensuring the sunny personality radiates throughout the customer journey.

"OURCREATIVE. JUST GET IT!

They are really insightful and think through every angle, they get our brand, our tone of voice and personality, and understand our customers and their needs. The OurCreative. team always bring a different viewpoint, and they have been instrumental in helping My Expert Midwife bring campaign ideas to life across all platforms. They have also helped us to further develop our brand identity, helping us be fit for the future as we grow. This great team are also a lovely bunch of people and we love working with them, and consider them to be an extension of our own team."

Helen Yates, Senior Marketing Manager, My Expert Midwife

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Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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OUR RESULTS.

An extension of the My Expert Midwife team, we have an ongoing creative partnership. Our highly targeted approach harmonises across all online, social and paid media.

 

Recent campaigns include ‘putting the u back into mum’, which we developed to raise awareness to the importance of self-care in motherhood.

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Before
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FUN ALL
YEAR ROUND.

Treats aren’t just for Christmas, the
illustrations, tone of voice and logos
were all adapted to allow the joy
to last all year round.

CREATING A BUZZ.

The new Just Essentials range took the internet by storm, trending across news sites and social media platforms. Celebrated for its timely launch, combatting the cost-of-living crisis and its bold, fresh and distinctive design.

A toolkit was provided for in-house point of sale teams at Asda to create a magical experience in store. Head on down to Asda this Christmas to see our elves work in stores!

We co-created the website with their developers to provide a seamless online experience. Check it out and get your feast in the diary!

RESULTS.

Following our redesign, Webbox naturals is listed in over XX stores, with XX sales uplift. We’ve even designed a Veggie extension to the brand and built a broader brand toolkit of assets and illustration’s for social media campaigns and marketing materials to fully bring the brand to life off pack. We’re very proud of our PetsChoice partnership, and see ourselves as an extension to their fantastic internal team, we now work across their brand portfolio and NPD, so keep a look out for more!

We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

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it’s all sorted.

A modern, optimistic design, putting the joy back into storage. Our thoughtful and friendly brand identity has a suite of flexible assets to shout about the clever product designs in a humble, helpful way, making it easier for the nation to stay neat.

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OUR RESULTS.

A modern, eye-catching and
giftable range that delivers
sacks of personality and

Webbox brand synergy.

OUR RESULTS.

A playful, fun and joyous identity which also reassures parents that Hapello will help their children along their path of discovery and development from baby, pre-school and beyond.

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CREATING A BUZZ.

The new Just Essentials range took the internet by storm, trending across news sites and social media platforms. Celebrated for its timely launch, combatting the cost-of-living crisis and its bold, fresh and distinctive design.

Back to work.

Dig deeper into this project with
Sara
.
Sara Pollard
sara@our-creative.com07796 457922