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Overview
Overview
WeeKett’s branding and marketing strategy was initially focused on a single product—the smart kettle, designed to cater to new parents. The branding reflected this through bright colours and playful, baby product-inspired design elements. As WeeKett expanded its product range, the challenge became evolving the brand to appeal to a broader audience aged 18-65+, while maintaining its core identity and colour scheme. This case study outlines the steps taken to achieve this evolution through strategic product launches.
Company Overview
Company Overview
WeeKett is a smart home appliance brand dedicated to simplifying modern family living. The flagship product is a smart kettle aimed at busy parents, but the brand has expanded its product range to attract a wider customer base.
All the creatives I made for them at this stage, where all focused around the smart kettle.
Challenge
Challenge
The primary challenge was transitioning from a niche focus on new parents to a broader appeal for modern families. This involved integrating new products and updating messaging while keeping the existing colour scheme.
Objectives
Optimise Amazon listings for greater visibility.
Revise messaging to reflect a broader product range.
Seamlessly integrate new products into the existing brand identity.
Develop a cohesive marketing strategy for product launches.
Approach and Strategy
Approach and Strategy
To start, I conducted thorough audience research, analysing the demographics of our current customers and identifying platform-specific personas. Our flagship product, the smart kettle, attracted a forward-thinking, tech-savvy audience. Based on these insights, we updated our tagline from “The smart kettle - ready when you are” to “Modern family living” to better reflect our new, broader focus.
Platform specific personas based on audience demographics on WeeKett's social media platforms.
Design and Messaging Strategy
The existing branding used bright colours and rounded, playful elements. With the introduction of more sophisticated products, we faced the challenge of retaining these elements while giving the brand a more refined, elegant look. The solution was to subtly enhance the design without losing the core identity. I updated packaging, website design, and product listings to reflect this shift.
I started with updating the current packaging to include more information.
The old packaging lacked information, and often times customers would end up confused or unsure what to do in case there was an issue.
The new box provides information, examples, and even a step by step guide. It also encompasses the style guide for the product a lot better.
Mobile-First Website Redesign
Recognising that most website traffic and purchases occurred on mobile devices, I adopted a mobile-first approach to redesign the website. This ensured an optimised user experience for our target audience.
Ad and Social Media Campaigns
After researching competitor ads and examining public ad libraries, I created ad templates aligned with our new messaging and branding. We planned a product launch campaign that included newsletters, social media posts, and paid ads. All campaign elements were designed to drive engagement and traffic back to our social media platforms for increased exposure.
Cross-Platform Launch
Ensuring brand cohesion across all platforms was key. I created a style blueprint that included three specific colours for each product, maintaining consistency across Amazon listings, the website, and social media. I worked closely with the Amazon optimization team to ensure our product images fit seamlessly within both the WeeKett brand guidelines and the competitive landscape of Amazon listings.
After going over the vision for each product, I delegated certain colours to match each product. I also included representations of elements to be used, which will later be apparent in the ad creatives and newsletters.
Implementation
Implementation
Marketing Rollout
Marketing Rollout
We executed a multi-channel marketing strategy, including email newsletters, social media content, Amazon page optimization, and PPC ads. The key to our success was timing—launching campaigns simultaneously on all platforms ensured maximum exposure and engagement. Our cohesive design across platforms played a crucial role in maintaining brand consistency during the transition.
Website pages designed in Figma and launch email templates.
Collaboration
Collaboration
Throughout this process, I collaborated with the web development team to redesign the website, ensuring the new visual identity was reflected across all pages. I also worked with PPC specialists to refine ad targeting based on the new audience personas and guided the Amazon listing team to optimize product pages.
Key Learnings
Key Learnings
This project highlighted the importance of maintaining brand consistency during periods of significant change. By conducting thorough audience research, and competitor analysis, and taking a strategic approach to design and messaging, we successfully evolved WeeKett’s brand. The careful planning ensured that we broadened the brand’s appeal without alienating our core audience. This experience taught me the value of aligning design with marketing goals and the necessity of a seamless cross-platform strategy for product launches.
Conclusion
Conclusion
The rebranding and product launch process for WeeKett was a success. We expanded the company’s audience and product offerings while preserving its core brand identity. By evolving the brand’s messaging from a product-led to a modern family-focused approach, we set the foundation for WeeKett’s continued growth and long-term success in the smart home appliance market.
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