Swaddling Chinese babies in the world’s most beautiful and natural of blankets – Swanndri Thermalweave Wool Blanket.

Nothing made by man can match wool.

Swanndri, an iconic New Zealand brand, was seeking to introduce its Thermalweave cot blanket to the China market. Rare was tasked with developing brand resources to support the launch of the Swanndri baby blanket to potential Chinese distributors and retailers.

The New Zealand story allied with the inimitable properties of wool, aligned to the authenticity and heritage of the Swanndri brand, and enhanced by happy babies was at the essence of the project.

Cherishing Chinese babies.

Utilising online channels, we undertook a packaging audit with Chinese consumers to ascertain the veracity of current Swanndri woollen baby blanket packaging. The market research determined that the packaging was not appropriate to the product story.

Premiumisation via sustainable & high-class packaging.

Rare created a Swanndri baby blanket story for China. We developed a three-minute video, with Chinese subtitles, to be used in marketing and at POS. This was supported by the design and production of a complementary Chinese language product brochure.

We designed and produced new interactive packaging, and project managed the print and box manufacture.

Baby steps.

Lastly, we provided Swanndri with in-market advisory, designed a communications plan, and visited retailers and distributors with Swanndri executives to present the brand’s story and collateral.

What we did.

 Project Management
 Content & Translation