Merifor

A safer, educational world for infants

Kit for Kids briefed us to create a brand that encompasses their diverse range of product offerings. They produced educational toys and furnishings for classrooms and they also made high-quality premium cot mattresses that were clinically proven to be safer for infants while they were asleep.

Specialisms

Strategy
Branding
Campaign
Digital

We worked with Kit for Kids on their marketing, branding and strategy. Upon closer inspection, we realised that these diverse offerings were confusing to a consumer.

After our initial workshop and research, we decided to create a new brand for their cot mattress offering and position them in their own new premium niche.

We crafted a brand world that not only reflected their newly established brand values like honesty, credibility, heritage and most importantly protection but also encapsulated their new tagline ‘Protecting our future Dreamers’

We positioned Merifor as a premium lifestyle brand to new parents who want the best for their little ones. Their website housed their premium collection and their new photography style (which now featured fathers as well as mothers for the first time).

Each shot highlights the newborn and it’s very protective parent. A Merifor mattress’s purpose is to replace the parent at night time and supply the same level of comfort and security when the parent cannot be present. The photography gave comfort and alluded to this.

RESULT

Kit for Kids renamed and rebranded as Merifor in 2016 and attained £10m investment based on the launch of their new brand world.

Jan Van Der Velde
CEO, Merifor

“White Bear undoubtedly have a gift for branding which takes the ‘good’ to the ‘great’. That indefinable quality, that genius, which has produced such good work for us is not something that can be learnt or taught but is inherent in these individuals. We compete on a world stage and we needed a brand image that could compete with the best. The results have been outstanding.”

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