Baobag – the name originating from the ancient Baobab tree, was a concept dreamt up by a couple of thirty-something mothers who saw a need to encourage each woman to find time in life for herself. The Baobag is a beautiful reusable calico bag, filled with useful products to nurture women on their journeys through pregnancy, birth and beyond. Distributed via maternity hospitals and healthcare providers and caregivers, the bag is supplied as a free gift and while constantly evolving, includes samples and information about the finest quality products and services available on the market.
To envelop the concept of nurturing and celebrating the process and experience, the Baobag brand needed to capture the organic nature of the products housed within. It acts as a talking point, connecting new mothers to innovations and products they otherwise would have been unaware of. With another competitor ‘bounty bag’ in the market – their offering was very mainstream so Baobag’s key differentiator was the premium offering – only a select range of products and services would be accepted for inclusion.
One of the key objectives for Baobag on project inception was to create a branding foundation that would be an asset to the business – providing the opportunity for sale and/or replication in years to come. As with any branding project, we’re always looking as far outside the box as possible to produce a brand that is as distinctive as possible. The history of the baobab tree and Baobag naming provided the perfect base. Stories and legends surround the ancient and mighty baobab tree. It is respected as ‘tree of life’, ‘mother’ and ‘protector’. In some cultures, the sacred baobab is worshipped as a symbol of fertility.
Naturally the Baobag identity incorporates the baobab tree – providing shelter, water, food and medicine. In nature it supports an entire ecosystem, many are nourished and healed by the baobab’s leaves and fruit and share refuge in its great trunk and branches. Within the tree symbol, the Baobag logo symbol combines a series of elements living in harmony within the tree. The spiral represents the ongoing cycles of life, growth and change.
As a result of both strong branding work and the company’s constant innovation, Baobag was awarded an Australian Graphic Design Association (AGDA) design award and is now delivered to over 100,000 families nationwide every year.