Context:
Belly Bandit — the North American leader in maternity and post pregnancy support and shapewear garments — was recently acquired by Ergobaby, a leading global premium baby manufacturer known for their carriers. This acquisition by Ergobaby marked an opportunity to re-enliven this brand and to create synergy between Belly Bandit (serving the maternity and postpartum journey focusing on products for Mom) and Ergobaby (serving the postpartum journey, focusing on products for Baby).

Challenge:
Shapewear brands such as Skims, Spanx, and Bodily have become household names; meanwhile, Belly Bandit had fallen by the wayside at P&G. Not only did we need to inject fresh blood into this brand, but it was critically important that we create a beautiful, modern, and culturally resonant brand identity in order to compete with the market.

Solution:
We created a strategic positioning of “Confident Encouragement,” the lens through which all brand elements and creative decisions were crafted. The role of the brand was attuned to an “inspiring mentor, trainer, or guide.” Belly Bandit provides not only the physical support, but also the mental and emotional support, resources, and knowledge to best equip her throughout the journey. Thus, the lower-case sans-serif logo and color palette of navy blues, peaches, and restrained pops of bright pink are inviting yet professional; approachable yet credible; conversational, yet dependable. The photography and film provide “Confident Encouragement” by showcasing diverse and beautiful bodies against a backdrop of warm and cinematic lighting. And the copywriting flexes to express levity, tenderness, and strength, because “Confident Encouragement” calls for different emotions to be pushed and pulled at just the right times.