Fireball

From baby gear warehouse to market-leader baby planner.

The enormous assortment available in the BabySam warehouses made them Denmark’s biggest – but not the best. The indisputable competence for guiding new parents or parents to be, was not enough to compensate for the chaotic and inconsistent experiences that met customers in the huge BabySam stores. As the result of a BrandCamp attended by the BabySam directory board, a new brand promise was made: The baby planner. A promise that was to be upheld in all aspects of the BabySam business. To communicate the new promise, the BabySam catalogue was subjected to a complete makeover, showing the ability to be a trustworthy guide in a chaotic jungle of baby equipment.

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