Whilst Nido highly indexes against new mums, the brand penetration drops as child ren enter a new development stage. There was a key opportunity to strengthen the business by making Nido relevant to later child development as well as new borns. Furthermore, new mums were also critical that the brand imagery was outdated and lacking in authenticity and shop-ability.
Research identified a unique insight that Nido could move from helping mums nourish and nurture their children to a more emotional approach lifting the nurturing through a lens of loving development and leveraging this across the development cycle. We developed a new range brand portfolio a with clear understanding of the role of mum from a decision make in infant years to an influence at school age.
We used the Ribbon and Heart as a unique picture language that are Nido Brand Properties.
The Ribbon connotes the story of the child’s journey and development The heart device connects all elements together Everything is set in Nido`s light yet warm yellow a distinctive colourfield that differentiates Nido at shelf an aid navigation journey.