Challenge
Ønskebørn is a children's supply store based in Denmark. Being a voluntary chain the individual stores are owned by different people, which is a challenge for clear and cohesive communication and brand. The first store opened in 2001 and it does not look much different from back then. This has costed them their spot as the go-to stop for parents.
Approach
After conducting market research and talking to board members, one thing became clear about Ønskebørn; They are the experts.
They know the ins and outs of strollers, car seats and cribs. They just don't say it.
With that knowledge, I started building the campaign which emphasise the parents as experts of their children and Ønskebørn as experts of children supplies:
Your wishes, The Child's needs, Our expertise.
Rebrand
The key focus during the design process what to still maintain a playful and fun brand but elevated to a timeless, parent-focused look and feel. It is a children supply store, but the parents are the ones making the purchases. And they are looking for a reliable source of knowledge and products to help them as their children grow.
The new brand purpose and tone of voice is rooted in the saying, "It takes a village." This fully encompasses Ønskebørn's role as advisors and supporters for the parents. It is reflected in the type of content that'll be posted on social media, events hosted by the stores & the training employees will get.
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