Stage 3 Sleep Suits and Sleep Bags

PROJECT: New Product Development
CLIENT: LOVE TO DREAM

BACKGROUND:

Despite the continued success of their Stage 1 and Stage 2 Swaddle products, Love To Dream were only a small player in the 'OVER SIX MONTHS' Sleep Bag category. Representing only 10% of the brands overall sales, loyal consumers were tending to leave the brand after use of stages 1 & 2.

As the 6 month plus Sleep Bag segment is much larger than the Stage 1 and 2 Swaddle Category, Love To Dream were missing a huge growth opportunity. They had tried previously to expand into this market but weren’t overly successful due to the disconnect between the Stage 3 products and the existing Stage 1 & 2 offering.

Their swaddle products have a strong Love To Dream brand DNA and it was agreed this look was diluted at Stage 3. Consequently, they decided to delete their Stage 3 offerings and restructure with two new products under a new proposition.

sleep-bagsleep-suit

Packaging Design Objectives:

The project objective was to convert more loyal love to dream consumers (mums) from their Stage 1 & 2 products into stage 3 users. the packaging design needed to link visual cues for brand recognition, as well as clearly identify the new and unique product propositions.

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Love to dream identified that They had to appeal to parents of two types of kids: 1. Calm/Placid & 2. Super Active, so They developed two new products that hone in on these children; a sleep bag for the more placid sleepers and a sleep suit with '2 in 1' feet for the active.

Engineroom first created the packaging dieline for the garments. the preference was a wrap packaging which on-shelf allowed for more touch/feel of the garment, something consumers were asking for.

We then created two sub-brand logos for the love to dream sleep suit and love to dream sleep bag and an overall design that was modern and fresh with simple communication - maintaining visual links with the existing packaging design for stages 1 & 2 and closing the perceived disconnect between the stages. The design solution needed a two part communication objective with a focus on seasonality.

Dream Sleep Bag: A Sleep Bag that helps your child stay warm and secure all night long.

Dream Sleep Suit: A Sleep Suit with legs that helps your child stay secure and warm all night and on the go.

we also used TOG and Age communication consistent with the stage 1 & 2 systems and stickering to reduce print costs across the sizing ranges.

dress

LTD identified that hey had two appeal to parents of two types of kids: 1. Calm/Placid & 2. Super Active, so They developed two new products that hone in on these children; a sleep bag for the more placid sleepers and a sleep nsuit with '2 in 1' feet for the active.

Engineroom first created the packaging dieline for the garments. the preference was a wrap packaging which on-shelf allowed for more touch/feel of the garment, something consumers were asking for.

We then created two sub-brand logos for the love to dream sleep suit and love to dream sleep bag and an overall design that was modern and fresh with simple communication - maintaining visual links with the existing packaging design for stages 1 & 2 and closing the perceived disconnect between the stages. The design solution needed a two part communication objective with a focus on seasonality.

Dream Sleep Bag: A Sleep Bag that helps your child stay warm and secure all night long.

Dream Sleep Suit: A Sleep Suit with legs that helps your child stay secure and warm all night and on the go.

we also used TOG and Age communication consistent with the stage 1 & 2 systems and stickering to reduce print costs across the sizing ranges.

baby-img
LOVE TO DREAM