Aeolidia to the rescue!
Russ and Robbie's Dilemma
Founded in 1989, Baby Beau and Belle designs and manufactures upscale, heirloom-quality garments for babies to wear on the most special days of their lives. Each outfit is a timeless, classic design that’s crafted using ultra-soft materials. They’re pieces meant for today’s little ones to wear on their christenings, baptisms, or birthdays and then to be saved and passed on to the next generation.
Having been in business more than 30 years, Russ and Robbie have a loyal base of customers, but they came to us needing to grow their online presence to reach new customers. Even though more than 80% of their traffic was via mobile, their existing site wasn’t mobile-friendly. This stagnation in their technology manifested as a plateau in their sales in previous years.
We are wanting to stay current with the changing website technology and updated requirements set by Google and Amazon as well as the shifting expectations from customers when buying online. Our goal is to see increased monthly sales and increased ROI from our marketing efforts.
It was time for Baby Beau and Belle’s identity and technology to appeal to the next generation, a feat they’d already achieved with their product offerings.
Aeolidia to the rescue!
Our team came up with a plan to update the brand identity and website to not only reflect the company’s elegant and refined aesthetic, but also appeal to a younger, more tech-engaged set of parents and gift-givers.
With beautiful products, gorgeous existing product photography and a fairly solid logo, our team’s branding focus was to modify the existing logo and design a complementary suite of graphic elements to allow for the display of a classic aesthetic across the site, on social media and in print.
For the new website, the primary focus was creating a usability experience as elegant as the aesthetic. With such a high percentage of mobile shoppers, intuitive navigation and ease-of-use were key. And for a company that’s been around as long as Baby Beau and Belle, we wanted to create a site that would offer the flexibility to allow for the next couple decades of continued growth.
What Our Client Had to Say
All your work hit the mark perfectly—Aeolidia really helped us take our website to the next level!
Rather than redesign Baby Beau and Belle’s logo, designer Jess expanded on the already established elements to create a new classic and elegant aesthetic. To showcase the brand’s history and expertise, she designed a simple stacked version of the logo that featured an “est’d 1989” signature. A new seal, which really shines when embossed on foil or paper, helps carry the new brand identity to the unboxing experience.
To bring some visual variety to the brand’s identity while still staying true to its original colors, Jess incorporated lower opacities into the new branding guide. Silhouette illustration styling throughout adds a subtle vintage inspired element to the visual identity, and the typography beautiful merges an editorial style with web-friendliness.
Jess explains, “the main headlines font has the editorial look of the logo but is more legible for web. The small all-caps font is a nice elegant san-serif that pairs well with the editorial styles. The body copy is a classic Cormorant Garamond that reads well online but has an elegant look.”
Inspired by the sophisticated, clean warmth of the collateral that Jess designed, designer Do-Hee focused on creating an equally fresh and immersive shopping experience for the brand’s new website. Just as Baby Beau and Belle’s products are designed to last, the new website was made with legacy in mind.
“It is very important to us that we not only create a design that accommodates Baby Beau and Belle’s current needs but also one that is also flexible and scalable for the future,” Do-Hee explained.
She balanced the brand’s colors with white space throughout the page design for a modern, welcoming feel. Subtle load-animations help create a more contemporary, visually rich experience while flex spaces, such as collection and category slots, showcase the company’s strongest offerings. The stars of the home page are two beautifully-branded hero images with two calls to action that lead visitors to a Boys shopping area and a Girls shopping area.
Home Page Copy
TREASURE THEM FOREVER
We create heirloom-quality garments for the most treasured moments in your baby’s life. Designed in-house and made with ultrasoft, luxurious materials, our products have been cherished by families across generations since 1989.
Boys Bestsellers >
Girls Bestsellers >
Made in the USA
Ultrasoft for Comfort
“This is my second time ordering through this company and I wish I could give more than 5 stars. The clothes fit beautifully and arrive promptly. I can’t speak highly enough about this company and their clothes. Beautiful and timeless heirlooms.”
“Perfect!! Ordered for my son’s Christening and it was a ‘Head Turner.’ I loved everything about it from the material to the perfect fit. Will be ordering again.”
“Exquisite!!!! Surpassed my expectation!!! Heirloom quality yet modern in style.”
As seen in…
Vogue Bambini | Harper’s Bazaar | CBS | NBC | Earnshaws
Who We Are
For more than 30 years, Baby Beau and Belle has been creating heirloom-quality designs to dress little ones on their most special days—from christenings, baptisms, birthdays and beyond. Each garment is made with ultrasoft, luxurious materials and a timeless blend of modern and vintage elements.
Our gowns and designs are crafted in-house with perfectly matching hats, booties, blankets and specialty wear in sizes 0-24 months. They are known for their unique style and exquisite craftsmanship, worn during unforgettable moments in a baby’s life, and treasured for years to come.
A Whole Little Ensemble
Whether you’re shopping for your baby or a looking for a gift for a new arrival, we’re committed to providing a seamless shopping experience. Find coordinating outfits, accessories, and even keepsake bags and gift boxes to go with every design in our collection.
Although the site launched at the start of the pandemic, which saw the decrease of in-person events Baby Beau & Belle’s garments are often purchased for, the new site brought results! In Q3 of 2020, the new site boasted:
- An overall conversion rate is up 52% compared to Q3 2019.
- A mobile conversion rate is up 68%, which is great because traffic is 83% mobile.
- Revenue per user is up 43%.
- Bounce rate is down and other engagement metrics are up.
- Revenue is up 202%!
Building your business online is a huge job. Stop struggling with it yourself!
Having a team of experts with their thinking caps on for your business is a feeling like no other. We are professional, punctual, and our clients tell us that our work is transformative.