Repositioning maternity wear for sustainable longevity
To increase the market appeal of adjustable maternity wear to expectant Millennial parents.
New brand identity, name and value proposition designed to attract a wider femxle audience.
- Brand Strategy
- Identity Design
- eCommerce Design
- Product Photography
Mother and Nature Ltd is an apparel company funded by Virgin Startup selling adjustable maternity wear to expectant mothers. As the first business of its kind selling clothing that could be worn during and after pregnancy, the client’s goal was to achieve product-market fit and expand sales channels.
Before working with us, the company aimed its products at womxn who engaged in outdoor activities like dog walking or hiking. However, audience insights and the client’s sales results proved that the current target market was too narrow of a niche for long-term profitability.
The client had previously embarked on promotional campaigns, including attempts at influencer marketing, with little return on investment.
To try and solve this problem, we partnered with the marketing agency FanFinders – specialists in connecting brands with parents. In collaboration with FanFinders, we worked with the client to devise a new brand strategy and activation campaign that would reposition the company as a new entrant in Athleisure – a growing niche.
Repositioning the brand included renaming Mother and Nature to Neuve (meaning nine or new in French), which would have allowed the company to expand its product line beyond outdoor maternity wear.
As a team, we worked to define a preferred customer journey encompassing every customer touchpoint. From a new identity, eCommerce site, messaging, point of sale, and photography, we developed a differentiated brand.
Unfortunately, the client felt the proposed changes were too much of a departure from their current market positioning and rejected the new branding.
As a result, the client failed to achieve their objective of increasing demand for their product to obtain product-market fit.
Image: Behind the scenes - Autumn/Winter collection shoot