In an exciting move, Scorpion Rose Studio, an admired artistic arm of Lafayette American, is assisting the respected child accessories brand, Goldbug, in a major transformation process. Known for their inventive approach, Scorpion Rose Studio anticipates shaping a more dynamic brand design as Goldbug shifts from a B2B to a B2C model.
Since its establishment in 1968, Goldbug has expanded into four unique brands: GO by Goldbug, TravelBug, On the Goldbug, and Goldbug itself. From travel solutions ensuring the comfort and safety of children during journeys to fashionable and functional accessories, Goldbug has always maintained a commitment to quality and reliability.
With the aim of presenting a unified and appealing brand image, Goldbug collaborated with Meg Jannott-led Scorpion Rose Studio. The ultimate goal was to leverage the studio’s expertise in design and branding to carve an impactful identity for Goldbug in the market.
An in-depth research process ultimately decided the fate of the brand name.
Enhancing Goldbug’s brand transformation journey
While the Goldbug name carries a distinguished legacy of over 50 years, a new name might have invited a wider consumer base. After considering multiple aspects, the decision favored keeping the Goldbug name, striking a balance between preserving its rich heritage and adapting to modern market trends.
Goldbug’s revamped image captures the essence of parenthood and the joys of child growth. The brand’s new tagline, “We don’t just go, we grow,” emphasizes its dedication to supporting parents and children throughout their life journey, cherishing each milestone along the way.
Adding a distinctive touch from its past to its rebranded identity, Goldbug incorporates a butterfly symbol into the new logo, representing various stages of a child’s life. This intentional inclusion deeply resonates with the brand’s audience, ensuring its enduring appeal in the market.
