It is quite an accomplishment when a
brand name becomes so well known that it becomes the
generic category description. Or is it? Snugli invented
the soft-carrier category, but consumers now refer
to all soft carriers as snuglis, thus diminishing the
brand’s differentiation and brand preference.
WonderGroup responded by developing
a clear and compelling brand positioning. We then executed
a completely new brand identity and packaging system
that simultaneously enhances the presence of the Snugli
name, while improving its own ability and authenticity.
Further, the overall brand identity was modernized
to have emotional appeal to today’s new moms who are
members of Generation X.
