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Baby Jogger

Strategic Rebrand
Remarkable

Our revised global brand strategy paid off. Baby Jogger realized a significant double-digit sales increase in the first year with accolades from stakeholders worldwide. Their revitalized brand and market approach helped them gain new listings and customers. And, remarkably, Baby Jogger repeated their success in year two with another double-digit sales increase. As they look to the future, they appear poised to continue their worldwide growth and regain their previous cult-like status.

Made

There are parents who change their lifestyle when they have a child. Then there are parents who bring their child into their adventures. This simple, compelling insight, true to the brand’s roots and reinvented for a modern lifestyle, became Baby Jogger’s new brand essence, aligning them to consumer desires and differentiating them from “fashion” competitors. From strategy and messaging, to a new brand pyramid, and a complete brand redesign, we built a new Baby Jogger brand for a global launch.

Truth

In 1984, Baby Jogger invented the category with their lightweight, three-wheeled jogging stroller. Loved by royalty and celebrities, it grew to become a global brand—a bestseller sold in more than 70 countries worldwide. Almost 35 years later Baby Jogger had lost their way, losing share to newer, trendier brands. They no longer looked like a premium player and their image, look and messaging had lost relevancy with consumers. Baby Jogger needed a new strategy to get them back on the right path.

Double-digit sales increases in the first two years.
A black Baby Jogger stroller against a white background.
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Double-digit sales increases in the first two years.
A wide shot of a woman jogging on a forest trail in autumn, pushing a Baby Jogger stroller. Text says, “Push more than yourself.”
First image, a black Baby Jogger stroller against a green background with text, “summit™ X3”. Second image, The back wheels of a Baby Jogger stroller going through a muddy puddle with text, “All-terrain ready” and the Baby Jogger logo.
The Baby Jogger brand pyramid blurred in the foreground, with an image of a father and son in a barber shop in the background, with the son sitting in a Baby Jogger stroller.
Four women and a child stand in front of a brightly painted wall laughing and enjoying drinks with a Baby Jogger stroller beside them. Text over the image says, “Get out for girls’ day.”
Two spreads from Baby Jogger’s brand guidelines. The first is for brand silos and the second is for color palette.
Two spreads from Baby Jogger’s brand guidelines. The first is for the grid system and the second is for using brand elements.
An outdoor ad for the Baby Jogger city mini GT2 stroller featuring images of it being used in an urban setting with text, “Be the tour guide. City mini GT2. Along for the ride. Baby Jogger.”
An in-store display for the Baby Jogger city tour 2 stroller featuring the stroller itself in front of lifestyle and product images
An in-store display for the Baby Jogger summit X3 stroller. In the foreground, 2 strollers stand on a rocky surface. Behind the strollers is a large wall with lifestyle and product photography.
Influencer Robin Arzón standing in front of a brightly painted wall with her hand on a Baby Jogger stroller.
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Baby Jogger also lived its new brand essence via collabs with influencers like Robin Arzón, head Peloton instructor.

RISE:360

STRATEGY | MESSAGING | BRANDING | PHOTOGRAPHY | DESIGN | RISE 360 INTEGRATION

RISE:360

STRATEGY | MESSAGING | BRANDING | PHOTOGRAPHY | DESIGN | RISE 360 INTEGRATION

All  Work

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