Amababy manufactures a patented hammock that converts a single pram into a temporary twin pushchair, so that the older sibling gets back their own place to sit and nap without the family having to buy a second pram.
The product was invented by its own founder, who had two children close in age, could not find anything similar on the market and decided to manufacture the first hammock together with her grandmother.
The challenge
That artisanal origin, which is the brand's most valuable asset, had also become its main obstacle. In a product where what is purchased is a child's safety, looking homemade was costing them sales.
The entire brand had been built by the founders themselves and conveyed closeness, but not technical reliability. This gap between the real quality of the product and its appearance was hindering both the conversion of the online shop and entry into specialised stores.
The task was to correct this while preserving that origin that makes the business special. Giving maturity to the brand without appearing too corporate.
Our work
The first decision was to grow the existing brand without erasing the artisanal trail. To evolve without eliminating the proof that the product was invented by a flesh-and-blood person who had the same problem as their buyers.
From this emerged the concept that guides the brand's evolution, We grow with you. Just as a child outgrows a pushchair, Amababy had outgrown its own image, so the change was not communicated as a new brand, but as a new stage, which is exactly what the brand sells to its customers.
We worked on the identity, the product naming, the web experience with the aim of reducing recurring enquiries about the product and its compatibility with the dozens of pushchair brands on the market, and, finally, product photography supported by AI.
Results
The new brand, the eCommerce platform, and the second version of the product were launched in early 2026, so there is not yet a full year of data. What does exist now, which was missing before, is coherence and consistency. A brand system that the company can apply on its own, a catalogue that addresses the objection that was holding back in-store sales, and an attractive, functional eCommerce site that has already improved conversion rates compared to the previous year.
