Bunnies By The Bay brand growth programme:

Giving the gift of love

Creating a new brand strategy, new brand identity, packaging and store design to help drive forward this beautifully crafted homemade US baby gift brand.

Challenge

With headquarters in Washington State, USA, Bunnies By The Bay produces a wide range of high quality personalised baby gifts and plush toys, designed to spread warmth, love and kindness. They are sold in premium gift, toy and collectibles retailers around the world. In 2020, Bunnies By The Bay asked us to identify the most effective and efficient ways to help them grow their brand.

Approach

We took the company on a three stage process to identify the most lucrative target consumer, to understand the need-states and mindsets of those consumers and to prioritise a list of specific tasks that would help move the business on to a stronger growth trajectory. Much of the work took place during the peak of the Covid-19 lockdown with teams based at home in Washington State, USA, Thailand and the UK. We developed a range of recommendations including an updated brand identity design, new communications and story-telling, new packaging and an exciting experiential store design.

The company has a unique story – it was created in 1983 after a fishing boat tragedy off the coast of Washington State. As a way of soothing the pain, the founding sisters began making cloth bunnies and writing stories about them. The bunnies became so popular that they are now sold globally as special lifelong keepsakes. They are for the givers, so that they may give comfort to the ones they love.