Bimbostore - Prenatal Group

Bimbostore – Prenatal Group


sector retail
market italy
unit Artefice People & Brand


Bimbostore is a retail chain of Prenatal Group.
It is specialised in everything it’s needed for children between 0 and 4 years: from diapers to clothing, from food to hygiene products up to the childcare.
The client needed to turn this Retail Brand into a real Brand, with an unique positioning, a new logo, a new corporate and brand identity, and a new visual system able to convey the new identity path.

At its start the project included analysis of brand perception, the market context and the competitors, the analysis phase led to the developement of a strategy able to identify a unique positioning, consistent with the brand values, represented by the new logo in which children are protagonists of a multicultural future, representing a symbol of openness and encounter.

The logotype is enhanced by the new claim: “A new world to be discovered” that expresses both the world for the newborns, a continuous discovery, and the world of new mums, who can find at Bimbostore everything they need for the babies and for themselves.

The new Corporate Identity and the visual system have been designed in a flexible and modular way to be applied to all product categories and adapted to all communication channels.
It supports the Retail design, it informs the external and internal signage the store, and labels its own brand products.

Strategic positioning

  • Logo

  • Branding

  • Visual identity system