When the owners decided to develop this brand into an overarching online retail business, as opposed to a brand for a specific line of products, izest Marketing was brought in to deliver a Brand Discovery Programme with the team to develop the brand identity, personality, and strategy for launching into the baby and nursery market.
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As with most projects, the initial stage is always research and in this instance, the baby and nursery market is a very well established and competitive space. The owners of Kaliedy were starting this business from scratch so we had no previous social media or website to analyse but as they had owned Mothercare in Ireland, we were able to leverage some of the learnings from that very popular and prominent business. The key challenge with Kaliedy was that it was an unknown in a sector that commands a lot of trust among consumers and it was also unique in that it was an online-only retailer. Consumer behaviour in this industry would have evolved to include lengthy online research but traditionally it would require a visit in-store to physically see the products as they are typically high value and important items like child seats, buggies etc.