Hannah & Sophia:
Branding Strategy & Launch

D.O.M. Family – the 30+ year, 100Mn+ Baby Nursery & Pet furniture brand – was ready to enter the soft goods & apparel space in the North American market, completing the parenthood and baby experience they offer new parents.

The ask was to craft a Brand Strategy, Identity & Launch Plan for the business, with an existing logo in place for their brand Hannah & Sophia, which was to launch with a collection of diaper bags.

Brand & Communication Strategy

The name of the business – Hannah & Sophia - was inspired by the grand children of the company’s owner. This gave a clear indication of the parent company ethos of the family-oriented, ‘for parents by parents’ approach to the business.

In a market of mid-size brands, the challenge was to differentiate Hannah & Sophia yet maintain an affordable luxury aura.

Key Strategy Inclusions

MARKET POSITIONING

Coming from a legacy brand with decades in the parenthood space, Hannah & Sophia uses this experience to create soft goods that address millennial parent needs combined with aesthetics.

BRAND VISION

To make parents, rather than children, the priority for the brand. Ensuring that Hannah & Sophia products can seamlessly become a TOM part of their lifestyle, without parents having to fret about the little things… and enjoy parenthood to the fullest.

BRAND MISSION

To consistently bring innovative, first-of-its-kind products to parents that intuitively tackle their deepest pain points while allowing them to be themselves.

BRAND PERSONA & IDENTITY DIRECTION

The parent’s fairy god-BFF, in tune with what a parent needs. A one-stop-shop of all things luxurious, cutesy, aesthetic combined with quality innovation.

AUDIENCE IDENTIFICATION

Identifying who the audience is, and how we want them to feel about us.

BRAND PURPOSE & POSITIONING

We’re here to

complete every parenthood journey, with zero compromises.

Launch Strategy

Finally, the launch strategy identified the key platforms the brand would thrive on based on competition research and the brand direction.

The plan was a combination of thought-leadership, consumer-driven & product-focused pillars, with unique platform strategies for each platform the brand would exist on.

BRAND GOALS:

Create a relatable space for the millennial parent to come to.
Showcase the key product USPs through consumer content that’s engaging.
Create a brand identity that is modern and luxurious, combining the best of the parent-world and the fashion industry.