A grand brand plan for global expansion
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Jellystone Designs sought to stand out in a crowded and über competitive market – children’s toys and accessories. Through a strategic brand positioning project, they’ve not only discovered their unique brand strength but gained new momentum to grow internationally.
Bethany Plint
Bethany Plint
Designed for calm, built for play
Jellystone Designs, an Australian-owned brand, had already made a name for itself with its clever chewable pendants.
Niching into the multifunctional, sensory toy space, Jellystone has consistently grown its product range – which now includes everything from teething accessories to bath toys in truly chic colourways and designs.
But competition is fierce and the market varies drastically in terms of quality and price. On one end of the scale, the TEMUs and Kmarts of the world are flooding the market with cute-but-crap products. On the other end, some high-end brands are charging triple digits for a stuffed rabbit.
Without a clear brand strategy, carving out market share was proving a challenge for the Jellystone team. And with ambitious plans to enter the UK and US markets, it was now or never.
“The Wonderthink team weaved magic throughout our brand and made it sparkle from the inside out. They got under the skin of our brand better than those of us living and breathing it.”
– Claire Behrmann, Jellystone Designs
Defining the differentiator
Often the hardest part of a brand positioning, determining a brand’s single differentiator requires a wide-angle approach.
It became clear that what truly set Jellystone apart was the sense of calm their toys provided — both to children and their parents. This sense of calm, along with their thoughtful design process and professional endorsements, became the cornerstone of Jellystone’s new brand identity.
Armed with a clear and compelling brand framework, the Jellystone team is approaching their expansion, here in Australia and overseas, with a newfound confidence and clarity.
“Our sales toolkit has given us the confidence to deliver our message with ease when we have presentation opportunities. Our retail partners and overseas distributors love our brand positioning and have updated their communications to reflect this new messaging.”
– Claire Behrmann, Jellystone Designs
We can help with…
Brand strategy
Every brand has something special.
But not everyone knows how to put it into words. We help brands uncover and articulate their something special – their key strengths, transformational promise and, of course, their differentiator. And we give them a strategic framework that helps their entire team get around it.
If you’re ready to take the next step in your brand’s evolution, we’re here to make it happen.
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