We embarked on an extensive rebranding exercise for JoJo Maman Bébé, beginning with the review of in-depth market research and customer analysis to understand and bridge the perception gap. A wide range of consumer insights gathered revealed a strong customer preference for a more approachable and relatable brand image, this laid the foundations for our strategic approach to the brands redevelopment across all customer touchpoints.
Building on the insight and the brands new direction we developed a design aesthetic that was bright, fun and detailed reflecting the brand and product signature styles. We explored the ‘feeling’ of the brand focussing on its distinctive, playful and helpful attributes across its customer touchpoints. With this approach, we first focussed on the tone of voice exploring a playful rhythm and bounce of the language inspired by nursery rhymes and children’s books to communicate the brand messaging, we then paired this with a look and feel outlining a new direction for the brand.
The playful rhythm, flow and bounce became a signature for the concept, exploring typography and designs that captured a sense of movement, energy and playfulness. A fresh, playful logo was created, aligned with customer feedback focussing on the favoured and affectionate nickname 'JoJo’. This was complemented by a comprehensive update to the brands visual identity and tone of voice, crafted to resonate with a broader audience under the theme 'days well spent', symbolising the brand’s shift towards inclusivity and everyday use.
With children being at the heart of everything JoJo does, the graphic language needed to reflect this core value while still being flexible and adaptable to work across multiple consumer touchpoints, both digitally and in the world of retail. To enhance this, we incorporated a softer, chalkier-toned colour palette that evokes a sense of warmth and innocence. Additionally, we introduced a range of graphic mechanics to reflect the playful nature of the brand, ensuring that the visual language resonates with both children and parents.
Our goal was to create a bold, playful, design that would provide JoJo with the necessary tools to move forward confidently. We created a series of guidelines across, digital, in-store graphics, signage, point of sale, packaging and labelling to ensure consistency across all touchpoints. The rebrand then formed the new direction for the store design where we created a new concept and retail toolkit to inform the next generation of JoJo stores building a consistent narrative across brand and physical store environments setting the foundations for the brand’s evolution.
The new store concept focuses on creating an inviting and engaging atmosphere, where the playful and child-centric design elements come to life. This immersive experience aims to reinforce the emotional connection between the brand and its customers, making every visit to a JoJo store a memorable one. By doing so, we ensure that the brand's identity is consistently communicated across all touchpoints, solidifying JoJo's position in the market as a beloved and trusted name.
