The OETEO story began with the founders themselves wrestling with unruly rompers and an upset child, figuring there has to be a better way to design these tiny apparels for their bundle of joy.
Their creation of fuss-free and thoughtfully designed baby apparel was one-of-a-kind, and their challenge lay in strategically positioning themselves against a global landscape of mass-produced baby apparel.
How might we discover and communicate an aspirational brand for expecting parents that puts the joy back in parenting?
We crafted a brand that reflected the vision of the founders and aligned it with the innovation they invest into every products.
“(The brand discovery process) got us into deep thinking on our objectives for the brand.”
“(There was) alignment within team, with better appreciation and clarity of brand story as well as position for messaging and communication”
We enjoyed hearing of the parenting experiences from the founders themselves, and the stories were a mix of horror and humour, an inevitable result of a little human being newly exploring the world. We sought to translate these precious moments into the way the brand could manifest.