Prénatal, a leader in the Dutch parent and babywear market, recognised the need to evolve to resonate with a new generation of parents. With Gen Z and Millennial customers seeking brands that feel fresh, stylish, and aligned with their values, Prénatal embarked on a journey to create a more contemporary identity. Retained by Matures, the German investors, we were brought in to guide this transformation.

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Over 12 months, we worked hand-in-hand with Prénatal’s leadership and teams to deliver:
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• ‍A refreshed brand identity, transitioning to the “Enthusiastic Lover” archetype to bring more energy, vibrancy, and modern appeal.
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• ‍A comprehensive playbook, detailing how to activate the new identity across all customer touchpoints, from in-store to digital channels.
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• ‍Strategic alignment, collaborating across stakeholders to collate existing plans, identify gaps, and propose tailored solutions that ensured relevance in today’s market.

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The rebranding will take shape from Summer 2025, rolling out across all channels to create a consistent, vibrant customer experience. From a refreshed logo and colour palette to a playful yet practical tone of voice, every element celebrates parenthood as a joyful extension of self-identity. Prénatal is now positioned to inspire and connect with a new generation of parents, strengthening its role as a trusted companion in life’s most precious moments.

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This was more than just a rebrand—it was a strategic evolution to future-proof a beloved brand in a rapidly changing market.