EasyWalker, world famous in the Netherlands. What a beautiful Dutch brand relevant, powerful and vitality in a fast fashion 'market for child transport? Only twenty years young, but already a mark in history - and big challenges.

Background
In the nineties the growing need for modern facilities for carrying babies and young children. From the ongoing individualization new parents are increasingly unwilling to be constrained in their freedom, how happy they are with their babies. EasyWalker indented this with a stroller with a now classic simple 'dutch design' of international standing: the EasyWalker Classic. By 2000 the brand Easy Walker lost momentum. It was overtaken by urban fashion brands such as Stokke and Buggaboo and international outdoor brands. In 2003, EasyWalker another owner. In recent years there has created a new impetus and there is a revitalization instead of the Easy Walker thought. At present there are four model lines again have won prizes and nominations:

- EasyWalker CLASSIC
- EasyWalker SKY
- EasyWalker DUO
- EasyWalker QTRO

Besides an increased focus on European and American market, the production moved from the Netherlands to the Far East. Because of this, there is more space for product developtment at the headquarters in the Netherlands, and a new fase in the development of Easy Walker arrived. A new identity and brand positioning are the result.

Milestones
1995
EasyWalker Classic is included in the Museum Boijmans van Beuningen
1998
EasyWalker Classic win the French design prize 'la Timbale de l'innovation "
2006
EasyWalker DUO is nominated for Best Baby & Infant Product in The Netherlands
2008
EasyWalker SKY is named Best Buy by Consumers
2008
EasyWalker QTRO nominated for Best Innovation Award, the Kind & Jugend show in Cologne, Germany

Space for new vision
EasyWalker is a product that puts a real connection between parent and child, and that moves at different stages in their mutual development. Moreover, the "kind of parenting" is important for the way the child can develop. These insights, in addition to a rational mobile product dimension, an emotional dimension with regard to the parental relationship. It is this emotional dimension which EasyWalker to distinguish themselves on the market.

A market in motion
There currently exists a fairly homogeneous market with many similar providers with a large society, without distinction really hard. Has the distinctive character in the past has "fought" at product level, for example, different colors and features, but today we passed on lifestyle fashion statements with a high "slice of life character: a lake with a strong outdoor nature, the other with a strong urban character.
After some initial explorations, Total Identity EasyWalker asked to develop a strong iconographic brand. A start has been made in the form of a Fire Navigator starting a brand platform for further explorations. There are four pillars of strategic brand development. As a basis for further communication:
- Product: Simplicity - simple, easy, elementary
- Performance: Fair - strong, comfort, design, usability
- Character: Whimsical - flow, exploring, experiencing
- Added Value: Empathic - binding, freedom, connectivity

Audience
The EasyWalker fans live in the here and now, they are real life lovers. Although they are open to everyone and life in general, they make very clear and conscious of their own choices. They encourage their children in their development by giving them a lot to experience. They are close to their children, but not in an obsessive way. There is a large degree of freedom when it comes to life experience. They have a dynamic life, but also take life as it comes. " The combination of poise, a certain nonchalance and adaptive capacity allows for some flow in life, "the flow of life. A free approach to life and said flexibility ensure that they are by many social classes and classical clusters move over.

Leading concept
These ingredients constitute the leading concept. Key is that the orientation is not lifestyle, but leave mentality. Allows EasyWalker more than one brand from brand to 'mentality'. The moment we see it as a mindset to approach, Easy Walking synonymous with a certain attitude to life:

"I can tell, he's an EasyWalker ..."

Opposite are the following brand values:

- Elementary: Focus on the essence and keep things simple
- Performance: Built to work and made to last
- Connect: Experience the now, connect with the world and be a true Easywalker

For more information please contact Bob van der Lee: bvdlee@totalidentity.nl