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Dodo
For You and Your Little Ones
Brand Identity | Brand Guidelines | Brand Strategy
As a beloved baby brand trusted by Indonesian mothers for over two decades, Dodo is aware of the shifting trends in the market. While they have had a solid reputation and a loyal customer base since the 90s, Dodo recognices the need to evolve to stay relevant in today's fast-paced, digitally-driven world.
It means to target a new generation: the millennial parents.
The Discovery
Balancing the old and the new.
We sat down with Dodo’s team and talked about their dreams for the brand. Their rebranding goal is clear: to bridge the gap between Dodo's longtime customers and the new audiences they wanted to attract. Dodo wants their loyal customers to still recognize them, while also grabbing the attention of a new generation of parents
“Here’s the challenge: how can we
refresh their brand identity while
retaining the original elements of their original one? ”
The Research
What are the competitors up to?
We found that millennial parents pay more attention to how brands present themselves compared to the generation before them.
As time passes and more competitors emerge, people have more choices and will determine which brand to go with based on brand presentation. This is important for Dodo because these competitors are trying to attract the new generation’s parents by not just offering good prices and quality but also by creating polished and attractive branding.
The Research
What are the competitors up to?
We found that millennial parents pay more attention to how brands present themselves compared to the generation before them.
As time passes and more competitors emerge, people have more choices and will determine which brand to go with based on brand presentation. This is important for Dodo because these competitors are trying to attract the new generation’s parents by not just offering good prices and quality but also by creating polished and attractive branding.
The Strategy
More Than Just a New Look
Rebranding goes beyond just changing the design. Dodo's visual identity had become outdated, and the team wanted a modern and clean look.
However, with a customer base spanning both previous and new generations, the challenge was to create a new and credible look that would appeal to millennial parents while retaining the familiarity with the long-time customers. After all, the new branding should reflect Dodo's growth over the years without losing the core essence of the brand.
The Design
Reworking Dodo’s visual identity.
With that strategy in mind, we carefully evaluated Dodo’s existing design elements, identifying the core components that held nostalgic value, brand growth and recognition.
The Design
Reworking Dodo’s visual identity.
With that strategy in mind, we carefully evaluated Dodo’s existing design elements, identifying the core components that held nostalgic value, brand growth and recognition.
The Implementation
Unified Brand Collaterals.
Customers perceive brands based on how they present their products, from the packaging design to the product’s build itself. We revamped everything from packaging design to digital assets, infusing them with a sleek, premium aesthetic that reflected Dodo’s premium quality and
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