After an extensive market analysis, Open recognized that the differentiation comes not from the assortment but from BabyStar’s true mission. The BabyStar spirit reflects a unique and refreshing approach within its market and is an important and differentiating brand asset. Open therefore built a brand story and brand concept around the vision behind the BabyStar brand. BabyStar – Everything You Need for Your Little Star.

The brand concept is based on a Baby Star, i.e., BabyStar. The star serves as the brand mascot and clearly differentiates the chain from its competitors. The mascot is characterized by a charming personality and star qualities typical to babies such as happiness, playfulness, bashfulness and cuteness easily recognized by young mothers. Since young mothers are digital natives, the brand concept was developed with diverse digital activity in mind including equipping the brand mascot with features such as motion, varying facial expressions, etc.