How might ORBit Baby Differentiate itself from Competing Luxury Stroller Brands?

CHALLENGE

Orbit Baby is a producer of luxury baby strollers. Brands in this category range from $800 to $1600. Their value propositions are nearly interchangeable, emphasizing the functional benefits of flexibility, ease of use, and the expressive benefits of style and status. Orbit Baby was in need of a brand strategy to set it apart from its competitors.

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STRATEGY

A circular base is Orbit Baby's differentiated functional feature. The circle is a sacred geometric shape considered one of the fundamental building blocks of life. Cultures across time have ascribed the circle with spiritual and symbolic meaning. The strategy leverages the universal symbolism of the circle to infuse the brand with emotional attributes.

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SOLUTION

The Sacred Circle Campaign adopts select symbolism of the circle to capture deeper core meanings. Partnership with a reputed green company promotes sustainability. An eBay store offers a sales channel for a more inclusive target market while at the same time promoting sustainability. Social media celebrates life moments that speak to the beauty of the world and the transformative experience of parenting—creation and the cycle of life.

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