Heritage Baby Brand

Context

A heritage-rooted baby and apparel brand with a devoted regional following wanted to grow a national audience, without diluting the identity that made it distinct.

Goal

Understand how out-of-region shoppers perceived the brand and its products, and remove the barriers keeping them from converting.

Approach

• Moderated user interviews with national shoppers, plus transcript analysis.
• Comparative review of category competitors.
• Buyer-persona development and ad-targeting analysis.

What I Found

• Heritage product names confused shoppers unfamiliar with the culture, and many skipped past them.
• Signature product benefits (convertible features, premium materials) were not landing from the page.
• The visual design was well liked, but read as a generic baby brand.

Recommendations

1. Speak plainly. Add plain-language definitions and benefit-forward copy for a national audience.
2. Split the landing pages. One path for first-time parents, one for gift-givers.
3. Target by persona. Use three personas (new parent, gifting professional, the gifting aunt) to steer messaging and ad targeting.