That artisanal origin, which is the most valuable thing the brand has, had also become its main obstacle.
That artisanal origin, which is the brand's most valuable asset, had also become its main obstacle. In a product where what is being bought 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. That gap between the product's actual quality and its appearance was hindering both the online shop's conversion rate and its entry into specialist stores.
The brief was to correct this while maintaining the origin that makes the business special. To give the brand maturity without looking too corporate.
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.
