Retail

Crafting a new retail entrant

Children’s Lane Boutique

Abu Dhabi, United Arab Emirates

INTRODUCTION

Children’s Lane Boutique is a family business that believes in preserving and cherishing tradition, creating a home where a child is empowered with a playful imagination and parents take a trip down memory lane. The boutique creates environments touched with grace and steeped with elegance, taken from a timeless era of family unity, which evokes values instilled throughout your child’s life.

Children’s Lane Boutique’s exclusive range of products from decor to children’s toys create a home where families can feel warm, safe and help build everlasting memories and reminisce about precious moments.

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Our solution

The Children’s Lane boutique store came about when the founders and soon to be parents wanted to build a nursery that would nurture cherished childhood memories for their own little one.

Unable to source locally within the region they turned their thoughts to their own childhood to draw inspiration, and so began a family journey to discover and collect classic and unique brands from Paris to London and afar. Children’s Lane boutique is home to that family’s quest and a place for every parent now to begin their own family journey and establish everlasting memories.

The results

The Jpd team embarked on an extensive brand exploration phase to learn and understand the new brand and future growth goals through in-person interviews and desk research.

Based upon the exploration phase and brand attributes that came out of the process, Jpd developed a brand position that the company would rally behind. From the completion of the Brand Strategy came the Positioning Driver ‘A Family Journey’ that served as the creative direction for the Brand Identity and Visual Language. Jpd created across a broad spectrum the varying aspects of the brand from print to signage and digital.