Reimagining a Brand to drive growth from $20MM to $100MM


This baby-care Company was a VC-backed Founder’s brand with $20MM in sales through the baby specialty retail channel. With a brand growth strategy and new packaging, the goal was to move to $100MM.

Our challenge was to develop a brand strategy, visual identity, and packaging design that would elevate the Brand to its rightful position in “big box” retail, DTC, and e-channels.


Ogilvy Consulting developed deep competitive, category and current brand insights that led to a new brand positioning and platform centered around around a “baby-safe world.” Our design partner, COLLINS, created new packaging and online design for all channels.

The new Brand was launched for trade in e-tail, and retail and saw its sales surge 277%. The company was bought by strategic buyer SC Johnson in 2016 for an undisclosed sum.

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