Baby Bunting refreshes brand for a modern new look

9 October 2019

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The fresh, modern brand will be rolled out to all customer touchpoints over the coming months.

National baby goods retailer Baby Bunting has undergone a full brand refresh.

In its 40th year of operation, and with 54 stores nationally, the retailer has unveiled a fresh, modern brand which will be rolled out to all customer touchpoints over the coming months.

“Baby Bunting was launched 40 years ago with the purpose of supporting new and expecting parents through their parenthood journey. 40 years later, that journey and the support that new parents need has not changed. It is still a joyous but overwhelming time," Baby Bunting CEO Matt Spencer says.

“However, the way in which new parents shop and engage with us, has changed dramatically, with more online research, ordering and social media engagement.

"This means that, whilst our core purpose of supporting new parents has not changed, research and customer engagement showed there was a clear need for us to update both how we presented our brand and the way in which we communicate to ensure that we reflect the modern generation of parents and better connect to their needs.

“So today we are launching, not just a completely new Baby Bunting brand, but a fresh way of communicating with our customers that will be seen in every aspect of Baby Bunting’s DNA.”

The new brand, developed by creative agency Girl and Wunderman Thompson, reflects customer feedback, with a fresh, gender neutral palette and clean, modern lines along with bespoke photography. 

The brand has been developed with the modern family in mind and has had customer input at every stage of development.

“We have been thrilled to partner with Baby Bunting to develop a new brand that is contemporary and relatable," Girl's Elizabeth Wilmott says.

"We know that becoming a new parent can be an overwhelming time and our aim was to establish a visual ID and tone of voice for Baby Bunting that would feel calming and supportive for current and future parents."

The first store to showcase the new Baby Bunting brand is in Westfield at Doncaster in Melbourne, having launched on 5th October.

“It will take some time to refresh all our stores and communication channels, but we are excited to see the first store, reflecting our new look, at Doncaster," Baby Bunting GM marketing Sue Dawson says.

“We will start to communicate the change to our customers in the coming weeks and future stores will all be launched with the new look branding. We have a plan to refresh all existing stores over the next 12 months and introduce the new look and branding on our website, our catalogue, in email communications and other touchpoints from November."

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