How do you build a brand story that matches the strength of your design DNA?
NIMBEL designs ergonomic baby carriers that shift 80% of a child’s weight to the hips, offering physical relief for parents and freedom to move through life on their own terms. A product that stands out through smart design, high-end materials, and a strong sustainability commitment.
Brief
NIMBEL asked us to sharpen their brand strategy with a future-facing lens. The ask included core brand fundamentals: proposition, positioning, tone of voice, and brand story, plus the groundwork for content and business development.
Strategy
Instead of just polishing what was already there, we helped NIMBEL find its emotional centre. We uncovered a narrative that connected design, physical support, and identity: NIMBEL doesn’t just carry kids, it carries the parent too. Not just physically, but emotionally and even aesthetically.
This wasn’t just about parenting. It was about selfhood. Design as empowerment. Function as freedom. From that insight, we wrote a bold new brand story, developed a manifesto-style narrative, and defined a tone of voice that stood out from sterile design brands and heavy-handed parenting clichés, opting instead for smart, light-hearted and culturally aware.
We reframed NIMBEL not as a baby brand, but as a design brand that makes carriers (not the other way around).
Output
Manifesto-style brand story
Sharpened brand proposition and fundamentals
Upgraded brandbook (design + direction)
Upgraded visual identity
Business-facing pitch deck
Content strategy draft
