Our client came to us with a complex problem regarding the Espiro brand. Cosmic chaos crept into its environment, which translated into the lack of brand awareness. The flagship product, the Next stroller, was not associated with Espiro, but perceived as a separate brand. In addition, the lack of emotional communication caused that Espiro got lost among its competitors and did not raise the desired reception among its target group – demanding middle class. The strength of the Espiro brand is primarily a modern and functional design of prams, which was not properly displayed on the website, which in itself also left much to be desired. The amount and non-transparent manner of the content presented on the site meant that users had problems navigating the website and finding the information they were interested in. The product presentation system was not intuitive and friendly for parents interested in buying a pram. This resulted in a fairly high bounce rate.
All this disorder in the Espiro universe required us to take thought-out actions based on our internal “Brand Growth” mission dedicated to large brands. We faced the challenge of developing a communication strategy that will be the foundation of the new branding. Refreshing and building a new image will make it possible to distinguish a brand on a competitive and demanding market. The fruit of our activities had to be a new website with information architecture and designed UX / UI solutions that will allow the user to easily get acquainted with the rich offer and learn as much as possible about the qualities and functionality of each pram model.