Reed Words London

ABOUT

Concept: 
Wallbaby is a Swedish online poster store that throws practicality and rationality out the window. These aren’t just nice posters. They’re objects of desire. Soulmates for lonely walls. The pieces you’d fight for in a divorce.

We helped create the Wallbaby brand from scratch. The target audience is a woman aged 25-45: modern, open-minded and curious. The competitive landscape? A sea of safe, simple voices. Our words needed to turn heads – to speak for a lifestyle brand that emphasises emotions, not product values. 

Execution: 
We started by shaping the brand strategy, which centres on the core essence “Fuck function”, and a purpose to win hearts to overrule heads.  From there, we came up with the name – one that hints at what they do, but not in a commercial way like their competitors. That feels modern and playful. And of course, a word that delivers the holy grail of naming – an available {DOT}com URL. 

Wallbaby is a made-up word which suggests a similar meaning to ‘lovechild’. Including ‘wall’ in the name grounds it in the prints and posters space, without having to say it, while the abstract edge makes it more ownable.

On an emotional level, it’s the kind of name that makes you smile when you hear it. Which is exactly what Wallbaby is all about – following your heart to do what makes you happy. 

Finally, we created a suite of key messages that the client could use across everything from web to social to packaging, and a brand voice defined by Charm and Swagger, for in-house writers to pick up and run with. 

Results: 

Wallbaby’s copy strikes a seductive balance of charisma and confidence, designed to steal any heart. With flirtatious turns of phrase and heart-stealing headlines, it makes the more functional, neutral voices in the market seem like wallpaper.

MADEIT CREDITS

  • Camilla BrandowAccount Director
  • Elvira BrandtHair & Make-Up Artist
  • Isabelle KågströmCreative Director
  • Linnea ApelqvistArt Director
  • Matej ŠpánikDesigner
  • Olivia JeczmykArt Director
  • Orlaith WoodSenior Copywriter
  • Oskar LundgrenDirector of Photography
  • Per BjörklundStill Asset Producer
  • Sara LindblomProducer
  • * SNASKDesign Agency
  • * Reed Words
  • * Jade BarrettSenior Copywriter
  • * Jamie ThorpCopywriter
Annual 2022 SilverWallbabyCopywriting Project featured: on 13th July 2022 Contributor:

Reed Words has been a Contributor since 25th November 2015.

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Wallbaby

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