Baby Bunting launches new ‘gender neutral’ branding

Retailer Baby Bunting has launched its new branding, which will roll out across all of its 54 stores and customer touchpoints.

The new branding was developed by creative agency Girl and Wunderman Thompson in response to customer feedback that it needed to be modern and have a gender neutral palette.

Baby Bunting’s new branding

Matt Spencer, CEO of Baby Bunting, said times have changed.

“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.

“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.

“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,” Spencer said.

Baby Bunting’s old branding

Partner and creative director of Girl, Elizabeth Wilmott, said: “We have been thrilled to partner with Baby Bunting to develop a new brand that is contemporary and relatable. 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 new branding first launched at the Baby Bunting store in Doncaster Melbourne.

GM of marketing, Sue Dawson, commented on the process of rolling the brand out across the stores.

“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,” Dawson said.

“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 touch points from November.”

The new brand is rolling out in stores


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