The Challenge

Petit Bateau, a French-born high-end brand strategically localised in Chinese market, in terms of BRAND PLATFORM LOCALISATION, MESSAGING DEVELOPMENT, and BRAND STORY. This is the first time they land in China and try to build awareness. We want to highlight a type of childhood freedom, that’s resonates with Chinese audiences.
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The Approach

Diving into Chinese targeted audiences, who is Premium mums. Instead of emphasis on an overall sense of children’s freedom, the focus in China will be on freeing and nurturing creativity.

Instead of strongly emphasizing durable, in China, the products focus is on ‘thoughtful design’ (innovative, safe, and sustainable) and a French heritage of creativity.

In China, the personality still embraces the child’s point of view, while including the parent in mutual growth. In China, we also want to emphasize a point of view that considers childhood development thoughtfully.
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The Communication ‍

POSITIONING: “QUALITY, CREATIVITY, SUSTAINABILITY”;  Petit Bateau, CREATIVELY FRENCH.

NAMING: 法国小帆船

CREATIVE IDEA: 让童趣自由启航
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童趣：是孩子与生俱来的创造力，是孩子自然而然流溢出来的快乐童真，也是小帆船想要让孩子永远保留的珍贵特质；

自由：天然选材，灵动剪裁的小帆船，能够让孩子自由地行动、思考，自由地探索世界，不断创造可能。

启航：用一个动词，让满载着童趣和创意的“小帆船”，载着自由成长的孩子，航向更自然的环境，更美好的未来。

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_{CONCEPT

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Petit Bateau's kids is perpetually curious,
Free to wonder and explore.
The Petit Bateau's child is passionate in nature,
Inspired by nature to invent their imagination.
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_{Founded in 1893,
PETIT BATEAU, a family of newborns and textiles.
French quality and natural care,
A guaranteed care and quality for Chinese kids.
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_{Classic cuts and creative and colorful patterns for each season.
Unleash their creativity in a child-friendly fashion,
While keeping this "Sustainable Fashion" attitude that will be the heritage of our planet for generations to come.
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_{PETIT BATEAU 法国小帆船
让童趣自由起航}

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