Medela

Medela transformed from an engineering-driven vacuum pump technology company 
into a trusted lifestyle brand for Millennial mums with the ‘Mother’s Milk, Everyday Amazing’ Brand Idea. With premium visuals, emotive storytelling, and expert-led resources, Medela has successfully repositioned itself to support and empower mums at every stage of their breastfeeding journey, driving growth across an expanding product portfolio.

Where we started
Medela – the breastfeeding and lactation experts – had built their reputation as a vacuum technology company making breast pumps, with an engineering mindset. But they faced a number of challenges. It’s clinical, product-first positioning no longer reflected the part it wanted to play in mothers’ lives, they needed to fend off a host of modern challenger brands and wanted to become a lifestyle brand for Millennial mums that made the world of pumping feel like a supportive and empowering part of a mum’s breastfeeding journey. 

The journey
We knew Medela needed a revitalized brand identity to help get every part of their communication ecosystem working hard and showing up consistently. A new set of brand guidelines, a Mum-centric tone of voice and distinctive graphic elements gave them immediate standout on shelf and in channels and reinforced their new positioning.

Having built a strong foundation and a set of brand tools, we reorganised and repurposed their existing knowledge bank to create the world’s most robust and insightful resource to help answer every late-night Google search about the life-changing capacity of breastmilk. We shot a library of new brand imagery with diverse mums. Their professional audiences were empowered with a modular content campaign. And new pump, intimate apparel and breast care ranges got a makeover as we blended a beauty-inspired aesthetic with emotive film-making and premium photography.

Where are we now
Since the launch, we have repositioned Medela as a trusted lifestyle brand for every moment of a mum’s breastfeeding experience and evolved the identity as the product portfolio has grown, through multi-channel and multi-asset campaigns.

·       Purelan™ campaign – a product sell-out in Europe with sales growth more than x5 the category average