Launching a Brand that Keeps Young Families Active
Scope
Brand Strategy
Naming
Visual Identity
Website
Go-To-Market Strategy
Marketing Collateral
Digital & Social Content
Contributors
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Kepat’s founder, Dan Maiden, identified the need to create a better baby carrier while navigating through busy airport security with four children, including a baby in a carrier and a toddler in a stroller. Dan had a vision for a better product experience and needed help making that dream a reality.
For many families, having young children can signal an end to their active outdoor lifestyle. Kepat was born to solve many of the challenges of transporting little ones in sometimes less-than-ideal environments.
The baby carrier integrates multiple ease-of-use functions, such as a detachable baby pod with secure magnetic clasps, making it exceptionally easy to transition the baby to another parent or place down without removing the entire pack.
To help bring this innovative new product to life, we were tasked with creating the brand—from brand strategy to naming, visual identity, and, ultimately, market launch.
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We developed the brand strategy around the idea that adventure doesn’t stop with kids. It’s not the end of discovery—it’s the start of new kinds of adventures in new ways. It’s about reimagining the journey and forging a new path together.
Based on this notion, we derived the name “Kepat” from the phrase “keep at it,” encouraging families not to give up on their adventurous lifestyle.
The logo and visual identity system articulate the brand idea further, nodding to the many paths that life can take us on.
From there, the client team trusted us to guide them through the launch by designing and executing their website and go-to-market strategy. The goal was to establish brand awareness with their audience, celebrate the product’s unique benefits, and ultimately drive sales of the new innovative product.
The website was a great place to establish the brand’s essence. We prioritized photography and video to create emotional connections through storytelling and enable viewers to visualize themselves using a Kepat carrier.
We also considered the need for consumers to understand the product and how to use it, so we created explainer video content and a behind-the-scenes short film telling the story of Kepat’s origins.
In the go-to-market strategy, we recommended leveraging social media marketing, including working with content creators with a strong following. We also planned and developed paid and organic social media campaigns.
The opportunity to develop this brand was a remarkable collaboration with the founder and team, whose vision has transformed into a reality.
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Hoping to get something we wouldn’t get elsewhere, we went with Jacknife for brand development for a new product we were launching, and I’m so glad we did. They’ve been so great to work with throughout, so much so that we had them help as we moved into our product launch strategy. Excellent product and the best people!
