Posted on: 10.05.2021

ilk refines branding and delivers ecommerce website for ergonomic children’s cutlery brand, doddl

Leeds-based ilk Agency has been appointed by children’s cutlery brand doddl to refine and strengthen existing brand concepts as well as develop a new ecommerce website and a paid advertising strategy, as it embarks on a year of dynamic growth. 

Following in-depth market analysis, ilk enhanced a series of established brand concepts to strengthen doddl’s packaging design as well as to develop a paid social media strategy. ilk’s creative work was underpinned by the development of a new ecommerce website to match the elevated branding. 

doddl’s products are ergonomically designed in a way that’s tailored to the smaller hands of children, and aim to make family mealtimes fun and rewarding rather than stressful and messy. ilk’s brief was to help the brand better communicate the benefits and qualities of those design principles, as well as highlight a brand story based on authentic lived experience. 

Following a successful new website launch in March, ilk now works closely with doddl on a paid advertising strategy to drive new and existing consumers to purchase products through their site in the UK, Europe and the USA. 

Nev Ridley, Managing Director of ilk, commented:

“The great thing about this project was that it was all about enhancing and refining what was already there. At heart the brand’s origin story was a very personal one, and alongside the ergonomic principles we felt that our job was to ensure the brand struck a balance between the credibility and reassurance of those design credentials and the empathy and resonance of that brand story.

“Across all the creative, words, social strategy and digital development, we’ve worked really closely with Laura, Cat and the whole doddl team to deliver a body of work that we believe adds up to a really exciting and coherent brand.”

Laura Thomas, Marketing Director at doddl, added:

“We were quite nervous when we started the project because there was lots about our existing brand that we liked and wanted to retain –  but at the same time we knew it needed development to match our medium and long term ambitions. We were keen to find a partner that could understand that. What ilk were able to offer was the ability to look at our brand in the round; starting with a brand workshop that canvassed thought, insight and opinion about the past, present and future of the company, and then applying those learnings across all aspects of the brand and channelling it into a blueprint for meaningful comms.

“We’ve got big plans as a brand so there’s plenty more work to do, but we’re delighted with what we’ve achieved together to date, and excited about what’s to come.”

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