Omami

Establish brand fundamentals for a new baby food brand

Omami case study

Created tone and voice aspects of brand identityfor a new company

Established core messaging pillars to differentiate Omami from competitors

Identified topics, tone, and pain points for best connecting with their audience

Services

Digital insights

Industry

Consumer, retail

Omami wanted to cut through the noise in the baby food space with a genuinely useful, high-quality product: made by parents, for parents. As a brand new company, they wanted to establish themselves as genuine, trustworthy, and high-quality, within a highly competitive space.

The solution

Ahead of their launch, we worked with Omami to develop brand fundamentals, including a tone of voice and core messaging pillars that would communicate their strong values and connect with their audience — new parents — on a personal level. This was especially important, as the company Founders are parents themselves, and created this product from a genuine desire to help their peers. We took the Omami team through a brand discovery process, and alongside analysis of relevant digital content spaces, we uncovered:

  • How to communicate brand values and voice through tone, style, and digital content
  • Audience needs, concerns, and pain points relating to feeding and caring for their newborn baby (0-6 months) — and how these progressed over time
  • How to position and differentiate Omami’s brand and products within the space, in terms of emotional context
  • Opportunities for differentiation and visibility within a highly competitive space
  • Opportunities to service educational needs that competitors were not

The investigation

Through our brand discovery process and analysis, which considered search terms and web content as data, we investigated:

  • Brand priorities, USPs, and mission
  • Audience needs and concerns and intent progression, as children became older
  • Tone and sentiment analysis of competitor content
  • Competitive space: who are the key players and what are our opportunities to gain visibility?
  • Informational coverage of relevant search areas, in competitor content

The outcome

Our strategy and brand fundamentals played a core role in informing Omami's website and brand development ahead of their launch.

Created tone and voice aspects of brand identityfor a new company

Established core messaging pillars to differentiate Omami from competitors

Identified topics, tone, and pain points for best connecting with their audience

Omami case study

Testimonials

"We were one of the first partners to work with The Femedic, at the early stages we could see the potential of the platform and the content plans Monica and team had outlined were both exciting and relevant to our aims. The team are really focused on giving partners full transparency on how investment is spent, and are keen to demonstrate the value of your investment. It’s been good to watch the platform go from strength to strength in such a relatively short time since launch". 

-Paul Ferron, eCommerce and Digital Marketing Manager, Nature’s Best

"Monica brought a whirlwind of energy and an injection of a much needed, common-sense approach to our marketing strategy when she joined our team at Kindred. She has provided critical direction for our business through her innovative and bespoke marketing research methods, and her output of quality work is exceptionally high. Hiring Monica will raise the bar for your entire team as they will need to race to keep up with her million-miles-an-hour thinking, and brilliantly high standards."

-Anna Anderson, Co-Founder & Director, Kindred

"After meeting and discussing our project with several freelancers, Monica really stood out.  She is extremely experienced in her field of SEO marketing, and had a great insight for what a brand should be, how a brand should sound, and how a brand should communicate with its customer base.

It was an absolute pleasure to work with Monica. She is hard working, always committed to deadlines, and really knows what she is doing. A genuine person with a wealth of knowledge and a desire to help you get to where you need to be. Can't wait to continue working with her in the future!"

-Sallar Al-Mulla, Founder, Omami

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