The challenge
As a challenger to big brands like Moleskine, Dingbats’ ambitions are sky-high. The goal is to penetrate further into the US and European markets gaining a larger market share and to reach new audiences. To further grow online sales on the webshop they needed a fresh brand story and a well-defined marketing plan.
Positioning
We started the project by looking at the foundation of the brand and uncovered what sets Dingbats apart from other notebook brands in 3 compelling pillars:
Heritage: The Bekdache family has been around for over 200 years in the paper trading business. Their unparalleled expertise in quality led them to develop the best premium paper blends on the market, offering the best possible writing experience.
Social responsability: The brand is committed to preventing the extinction of endangered animals and protecting their ecosystems. Their 100% vegan notebooks serve as a means to provide a sanctuary for these endangered animals.
Eco-consciousness: The manufacturing process has minimal impact on the environment while offering a superior quality.
We distilled this unique position into the tagline “First of Its Kind” - Dingbats is raising the bar for sustainable business practices and poised to change the stationery industry.
Brand identity
Leveraging these angles, we refreshed Dingbats’ visual identity. We optimized the brand icon into a “badge of honor” and used premium, nature-inspired design to reflect Dingbats’ personality and values. Implementing the brand story into packaging highlighted their support of endangered animals.
Research
Our proprietary neuromarketing tool uncovered that the word “dingbats” could also be associated with foolishness. We decided to cleverly reclaim this in the messaging, encouraging customers to “Choose to be a Dingbat” by supporting this forward-thinking brand. We produced an inspirational brand movie sharing Dingbats’ manifesto.
Digital campaigns
Finally we created a holistic growth plan including a new website, social media strategy, advertising, influencers and media outreach. This tailored approach helped Dingbats overcome their plateau, reinvigorate their brand and set them up for success.
The outcome
Through innovative branding and performance marketing, we transformed Dingbats from a stalled brand into one poised for growth. Their compelling brand positioning, visual identity, and messaging - combined with a results-driven growth plan - reignited Dingbats’ success and demonstrated why we are the right growth agency partner for ambitious brands ready to reach new heights.
