CHALLENGE

California Beach Co. is a well-loved brand that carries the Pop ‘N Go Playpen, a playmat for the playpen, and outdoor picnic blankets. The branding featured vibrant colors, organic shapes and patterns, and bubbly fonts. While the products are designed for babies, we wanted to update our creative to speak to the audience purchasing them. To keep up with top competitors and to boost our overall sales, we were tasked with exploring a brand refresh that would help position California Beach Co. as a modern & mature brand for millennial & gen-z parents.

APPROACH

We broke this task down into two parts.

Step 1: Refresh the branding and update Amazon and DTC website content.

After researching and analyzing our market space, we found that we had some major growing up to do in order to stay relevant and competitive. Our new direction features a more muted and neutral color palette, more mature typography, and removal of the “bubbly” graphics. We introduced a minimal wave pattern as a nod to the brand name & created a new icon set that reflected the lined texture of the pattern.

Step 2: Plan and execute new photo/video content that captures a mature aesthetic.

After we had the new and approved branding, we moved on to planning out our production day. We wanted to capture content that embodied our highest performing Spring/Summer seasons, so our shot list included:

• Evergreen social media/listing content

• Mother-focused content for evergreen/gifting/Mother’s Day

• Picnic styled setting for Memorial Day & Fourth of July holidays

• Garden setting for evergreen spring/summer content

• Yoga setting for evergreen content

Along with setting up the scene, we also hired talent, planned wardrobe, and created a list for props that would further bring our vision to life.

WIREFRAMES

MOCKUPS