Butterfly Maternity

Supporting mothers when they need it most

Brand Strategy, Design, eCommerce

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Project Overview

A vision dedicated to supporting mothers paved the way for a multi-million dollar eCommerce store.

Eager to give their business, Butterfly Maternity, a fresh start, founders Tahlia and Cooper teamed up with simpl. Agency® to shake things up. They aimed to turn their outdated and unrecognisable brand into something cooler, more relatable, and in sync with their current vision.

Project Type:Rebrand

Industry: eCommerce

Services:Brand Strategy, Identity, Activation


simpl. Method® / Brand Strategy

Recognising that new mothers require more support now than ever.

Through close collaboration with the founders conducting workshops and extensive market research, we identified the essence, or the ‘why,’ behind Butterfly’s brand offering. Beyond the product’s utility, we understood that the brand was fundamentally providing ‘support’ for mothers throughout the pregnancy journey and beyond.

This gave us a base for all brand communications moving forward and was how Tahlia and Cooper were going to make their mark in this world.


  • Mission, Vision & Purpose
  • Positioning Statement
  • Brand Values
  • Brand Narrative

“Partnering with simpl. has played an essential role in Butterfly's growth, and we couldn't have achieved it without them.“

Tahlia Carpenter

Tahlia Carpenter

Co-Founder - Butterfly Maternity


simpl. Method® / Identity Design

A new brand image for Butterfly Maternity that connects.

The biggest opportunity for growth lay in reimagining the identity of Butterfly Maternity. Fortunately, we had the liberty to bid farewell to the old logo, granting our creative team the freedom to embrace the fresh brand voice identified in the brand strategy.

Our design upgrades included a revamped logo-type, brand colours, typography, brand collateral, and unique brand elements.


  • Vision Boards
  • Logo System
  • Type, Colour, Grid System
  • Art Direction
  • Brand Guidelines
  • Photography Guidelines
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simpl. Method® / Activation

Forging a meaningful connection between the new brand and its target audience.

Equipped with a concise brand strategy, reflected in a renewed brand image, it was time to launch into the market.

Due to the inherent nature of the product, identifying the target audience was straightforward. Nevertheless, in the face of a competitive market, we recognised the imperative of deploying exceptionally creative communication strategies.


  • Campaign Development
  • Brand Messaging
  • Art Direction & Design
  • Website Design & Development
  • Photography
  • Print Design
  • Digital Marketing
  • Package Design
  • Data Science & Analytics
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simpl. Method® / Results

Transforming a garage-based hustle into a multi-million dollar eCommerce store within a span of just two years.

Butterfly Maternity has experienced consistent annual growth, enabling them to enhance product quality and broaden their product range. In the span of only two years, the transition from a modest garage venture to a robust multi-million dollar eCommerce establishment unfolded, reflecting a strategic blend of vision, dedication, and astute decision-making.


  • 860% increase in website traffic
  • 140% increase in conversion rate
  • 450% increase in products sold
  • 600% increase in eNewsletter subscribers