The Ruk-bug is an innovative new, go anywhere, baby transporter, designed by father and entrepreneur Russell Clifton as a result of first hand frustrations as a parent. The Ruk-bug is the outcome of years of dedication and self-belief in an idea for the revolutionary design of a pushchair. Ruk-bug’s vision is to be recognised globally as the baby care brand that makes parents lives easier, little ones lives more enjoyable, and the planet happier. Ruk-bug is setting new standards in safety, user-experience and style in the babycare sector and aims to meet and exceed parents needs by producing innovative, practical, and sustainable functional babycare products, all inspired by life.

The Ruk-bug SOLIS delivers the strength and size of a pushchair with the convenience of a stroller all in one. A truly innovative pushchair built for users by a user, it features a first in market telescopic, curved design for improved safety and a more stable centre of gravity. The pushchair boasts a functional three-way carry system and unrivalled safety, comprising of a unique magnetised buckle locking device. The Ruk-bug SOLIS is the first true crossover pushchair that can go confidently, easily, anywhere.

Bonfire has been working with Ruk-bug since its inception to help build the brand’s identity, attract retailer interest and get the buggy into full production. In preparation for announcing pre-order availability at the Best of British event in Shanghai, Bonfire devised a launch strategy and campaign to drive trade and consumer enquiries and stimulate pre-orders.


Bonfire conducted in-depth research into the buggy sector, competitor set and the Chinese market and recommended a brand refresh and a launch campaign that included a shop front on the Indiegogo website marketplace.

We adapted the brand identity to focus more firmly on the product’s key features. We created a new brand look and feel that drew inspiration from the unique design of the buggy, and represented the personality and premium nature of the brand. The new brand combines elements of fun in the form of children’s drawings combined with quintessentially British touches to reflect the inventor’s British roots, with imagery to illustrate the ease and simplicity of using the buggy.

A fresh new Ruk-bug website was built, incorporating video and CGI graphics of the buggy, and we designed the exhibition stand for Shanghai event. The pre-launch campaign included digital ads for outlets such as Best Buggy, plus search and social ads and an electronic mail campaign to generate interest and drive traffic to the website and the pre-order page. All collateral was produced in both English and Chinese language.

As part of the brand and campaign development, Bonfire also produced brand guidelines, brand messaging and a social media strategy. We built the website from scratch, from wireframe infrastructure through to design and optimisation. We designed all the digital and print ads and customer communications and translated all materials into Chinese. All imagery, CGI work and video was also created by the Bonfire team


The brand identity and campaign was critical to engaging with potential stockists at the Shanghai exhibition and stimulated interest from a number of potential retail partners. The campaign also drove significant interest online from consumers. In the first week of launch, the campaign drove 113% increase in traffic to the new Ruk-bug website and increased retention rates on the website up by 71%. At the exhibition, new retailer relationships were also ignited.

Russell Clifton, founder of Ruk-bug, said: “I have to say thank you and everybody else for the work you all did on getting everything together for the show. I appreciate how much work was involved, and it has allowed us to prove the market in China and develop the interest we needed. We have made many new contacts and the new website and material produced has given Ruk-bug a new lease of life and excellent brand presence”.


Bonfire Creative Intelligence has been a Contributor since 30th January 2018.

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The evolution of the Ruk-bug brand style and a creative strategy to launch the buggy to market