Solution

Working in close collaboration with the Hape team, we refined, evolved and elevated the Hape brand and how it connects with children’s
care givers - emotionally, intellectually and commercially. This includes: 

• Reframing the brand strategy and tagline: We gave new depth to their tag line ‘Love Play, Learn’ by collaborating with child psychologists to surface the educational value of Hape toys. This led to a refined and articulated brand philosophy and strategy centred on the power of purposeful play.

• Modernising their brand identity: The updated identity brought clarity, warmth, and simplicity - capturing the new play philosophy in a visually engaging, care giver-friendly way.

• Creating pan-European campaigns: We launched multilingual campaigns (across multiple countries) to highlight the toys' developmental benefits for children at every stage. This was delivered with a 'serious playful' tone. Media was managed across both traditional paid channels and Amazon’s retail media network,
  with analytics tracked and optimised centrally. 

• Re-launching the DTC e-commerce experience: We overhauled an underperforming launch webstore that was created by another team. The new experience we developed merged product storytelling, developmental benefits, and brand purpose. This framework was then extended into a redesigned Amazon storefront.

• Building a stage-based CRM programme: A smart CRM system was developed to track each child’s age and deliver timely, seasonal play ideas — closely linked to the toys best suited for that
  developmental window.