Refining a paper notebook brand's narrative
Client:
Dingbats is a premium notebook brand with a mission rooted in protecting endangered animals. After several successful years, the brand hit a growth plateau and sought a consultancy partner to help amplify its presence and impact. Positioned as a challenger to giants like Moleskine, Dingbats has ambitious goals to expand its reach in the US and European markets, capturing greater market share and connecting with new audiences. To drive further growth in online sales, Dingbats needed a refreshed brand narrative and a strategic marketing plan to propel them to the next level.
We began by uncovering Dingbats’ unique strengths, crystallizing them into three key pillars: Heritage – backed by the Bekdache family’s 200+ years of expertise, producing premium paper blends for the finest writing experience; Social Responsibility – a commitment to endangered animals, with 100% vegan notebooks supporting ecosystem protection; and Eco-Consciousness – a production process with minimal environmental impact and exceptional quality. We encapsulated this unique positioning with the tagline, “First of Its Kind,” signaling Dingbats' role in setting a new standard for sustainable practices in the stationery industry.
Our proprietary neuromarketing tool revealed that “dingbats” could evoke playfulness or foolishness, so we embraced it with the message: “Choose to be a Dingbat,” inviting customers to support this forward-thinking brand. We crafted an inspiring brand film to share Dingbats’ manifesto and developed a comprehensive growth plan, including a new website, social strategy, advertising, influencers, and media outreach. This strategic approach revitalized Dingbats, propelling them beyond their plateau and setting them on a clear path to growth.
Through innovative branding and performance marketing, we transformed Dingbats from a stalled brand into one poised for growth. Their compelling brand positioning, visual identity, and messaging - combined with a results-driven growth plan - reignited Dingbats’ success and demonstrated why we are the right growth agency partner for ambitious brands ready to reach new heights.
