BOB Gear

A beloved stroller brand reborn as a lifestyle brand.

The Situation

If you’ve recently been in the market for a jogging stroller, there’s a good chance you’ve heard of BOB Gear. The problem? BOB strollers didn’t exactly know who they were — and competitors were starting to crop up left and right. BOB came to LSB for a total brand overhaul, starting with brand strategy and culminating in a fresh new brand look & feel.

The Solution

LSB dug into the place where the key feature of BOB – its infamous durability – intersected with the emotional motivation of BOB’s consumer. Through primary research and insight work with the BOB team, we aligned on this: A BOB stroller isn’t about activity. It’s about what kind of parent you want to be. About what kind of child you want to raise: A little adventurer. The new look and positioning reflect this feeling, shedding the previous military surplus style for a modern look with emotional appeal.

Play

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