ZURU
ZURU's nappy category transformed as Rascal + Friends broke into Target USA, Millie Moon launched, and Hey Tiger debuted in Southeast Asia. This rapid expansion demanded a dynamic imagery library that captured vibrant lifestyles and precise product details, reinforcing brand consistency and driving market presence.
Role
Art direction, photography, image editing & retouching, campaign design
Team
Lead designer; Anna Marshall,baby vertical project manager; Chantal Bailey, head of marketing, marketing associates 3+, designers 5+, creative director
Timeline
October 2021 - October 2022; rolled out 2021 - 2024 across global markets (USA, NZ, IND, MX etc.)
Creating distinct visual identities for rapidly expanding brands
Each brand required a distinct yet cohesive visual identity resonating with its target audience while aligning with ZURU’s overarching brand standards. This was crucial for effectively engaging new markets and reinforcing the brand's presence globally.
Goals
Develop high-quality photo assets to support the expansion of ZURU's nappy brands into new markets.
Create distinct imagery that resonates with Rascal + Friends, Millie Moon, and Hey Tiger's respective target audiences.
Ensure alignment with ZURU’s overarching brand standards to maintain consistency across all brands.
ZURU needed to establish strong visual identities for its nappy brands to engage new markets and reinforce its global presence effectively. By creating distinct yet cohesive visuals, ZURU could appeal to diverse audiences and strengthen brand recognition and loyalty.
Final outcomes
I focused on creating high-quality lifestyle imagery to support brand expansion with engaging visual assets. First, this meant expanding the library of lifestyle imagery and capturing fresh studio photography. Meticulous image editing and retouching ensured a polished, consistent look across multiple shoots, resulting in visuals that aligned with each brand's unique market positioning and enhanced their appeal.
I designed social-first campaign assets to maximise digital engagement across platforms. This included capturing studio imagery for front-of-pack designs and elevating the quality of product visuals across global packaging. The result was increased brand visibility and engagement across social media and digital platforms.
The approach included developing a custom grading system to harmonise the vibrant, playful tones of Rascal + Friends, the premium elegance of Millie Moon, and the budget-friendly appeal of Hey Tiger. This ensured that each brand's imagery resonated with its target audience while maintaining visual consistency. I achieved brand by integrating elements that reflect ZURU's overarching standards, aligning each brand's unique identity with ZURU's commitment to quality and innovation.
Results
The imagery was cohesive and refined, effectively capturing the essence of each brand across all visual touch points. This consistency enhanced brand recognition and engagement, supporting ZURU's global expansion.
The imagery and campaign designs successfully supported ZURU's expansion into new markets, enhancing brand recognition and engagement. The high-quality visuals elevated the brand's look and feel, contributing to the overall success of the nappy category.
“The gorgeous images that Jemma shot and retouched for our baby diaper brands helped our packaging shine on the shelf and really elevated the brand look and feel in our content.”
Chantal Bayley, Design Project Manager at Rascals
Rascals, in the world
What went well
The collaboration with ZURU's team led to the successful execution of high-quality visual assets that supported brand expansion and resonated with target audiences.
Challenges and learnings
Balancing distinct brand identities with ZURU's overarching standards required careful planning and execution. This experience highlighted the importance of maintaining consistency while allowing for creative differentiation.
Looking ahead
These learnings will guide future projects where distinct brand identities must be developed under a unified brand umbrella, ensuring adaptability and consistency across diverse markets.