BAGBY DIGITAL BRAND GUIDELINESv2

- Phone free Bedrooms -

“RECONNECT WITH
YOUR PARTNER”

- Reconnect with your Partner -

- RECONNECT WITH YOUR PARTNER -

PRIMARY TARGET
AUDIENCE

TARGET AUDIENCE

Young couples
In a serious Thinking about First thoughts /
30s relationship, moving to the next discussed about
engaged or babies / parenting
Most of the intimate stage in life
moments happen in the married

bedroom In general, women are the
ones more likely to start
conversations about
parenting / babies

Decreased of
Decreased of Decreased of Decreased of

intimate moments dialogue / relationships
fertility
goals / focus
conversations

- RECONNECT WITH YOUR PARTNER -

PRIMARY TARGET AUDIENCE

Women!

- RECONNECT WITH YOUR PARTNER -

PRIMARY TARGET AUDIENCE

35M people

She is finally an adult and is proud and happy with it…

She has moved on from the Babies and House are the Now it’s time to truly live. No Adulting is a celebration not a Lifestyle change: wellness,
forever young, perfect next 2 big things pretend but enjoy. She is more depression from younger / relax, work, yoga, cooking,
liberated and autonomous. She teen life
looking and night parties travel
(more realistic, less does what she feels is truly
dreamers) better for her

- RECONNECT WITH YOUR PARTNER -

BRAND LOVE KEY

USLP

THE BRAND LOVE KEY BRAND USL
BRAND
PERSON
Reconnect with
Friendly
UNIQUENESS your partner Positive
Authentic
A non-tech Minimal
Responsible
solution with a focus

on young couples

FUNCTIONAL BENEFITS EMOTIONAL BENEFITS

Better sleep PURPOSE Help to facilitate
Better mood pregnancy (babies)
Handmade

Rustic

Fight phone addiction
and widespread distraction
to Improve relationship health

among couples

SOCIALCONTRIBUTION:

Increase the number of planned pregnancies

THE PEOPLE WE SERVE

Young couples (30’s) in a serious

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ROOTS:

A personal and true story. Phone addiction, digital detox, Minimalism lifestyle, need for
- RECONNECT WdIiTsHcoYnOnUeRctPioAnR,TNER -

BRAND POSITIONING EMOTIONAL connect

FUNCTIONAL product BABY

BAG

- RECONNECT WITH YOUR PARTNER -

The Golden Circle

Start with WHY: The Golden Circle

WHAT

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WHY

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- RECONNECT WITH YOUR PARTNER -

Start with WHY: MISSION

- RECONNECT WITH YOUR PARTNER -

A TRUE STORY

What if putting your phone away from the bedroom could improve relationships health and help couples to focus on what truly
matters?

We believe people and, especially couples, are increasingly disconnected from each other. The world today, as we know it, is
confusing distraction with entertainment and the depth of human relationships with the superficiality of social media interactions.
In this scenario and, as consequence of the current phone addition, new digital / technology sicknesses (such us Nomophobia,
"Virtual gratification syndrome" (VGS), ”Phantom Vibration syndrome” etc,) have raised, becoming real issues.

Everything started when, 6 months ago, we, another simple couple like you, started a challenge we called “Phone-free bedroom”.
The aim was to put our phones away and leave our bedrooms as space fully dedicated to us and our intimacy. No phones, no
distractions.

Barely after 10 days, we realized the amazing benefits this simple gesture could bring to people and, especially couples likes us:
- Feel asleep faster
- Decreased Anxiety
- Improved mood in the morning
- Had sweater dreams
- Increased intimate moments

How many friends do you have who have been trying to get pregnant and they have not succeeded or took a long time?

The good news is that today, she is happily pregnant and we have taken our relationship to a new positive and mindful level. We
are more focused, more present and we enjoy our new lives in California.

...A clear idea and a real purpose were born; We created Bagby!

Bagby is a non-tech solution to help people, especially couples, to disconnect and put their phone away so that they can have
more quality time and focus on what truly matters.

At Bagby:

- We create phone-free environments in places that matter - the bedroom, the dining table, a restaurant...
- We are committed to fighting phone addiction and widespread distraction.
- We are committed to increasing the number of planned pregnancies in the world.
- We are a digital detox for lovers.

It’s time to reconnect with your partner and focus on what truly matters.


- RECONNECT WITH YOUR PARTNER -

THE BRAND - The 3 Benefits (2+1)

BETTER SLEEP BETTER MOOD BETTER
RELATIONSHIPS

BAGBY IS “DIGITAL DETOX” FOR LOVERS

MORE QUANTITY + QUALITY TIME TO FOCUS ON WHAT MATTERS

- RECONNECT WITH YOUR PARTNER -

THE PRODUCT - The 4 differentiators

HANDMADE RUSTIC
FULL SOLUTION GOOD CAUSE
DESIGN

Product is handmade with It matches current and Product overcomes the 2 The more and more
great materials and high trendy home decor. main barriers and it’s easy audiences are engaging
Besides a solution for to set up. We don’t create
quality. a product that creates new with good and social
better sleep and better side needs (alarm clock, causes. Decreasing Phone
relationships, Bagby addiction and increasing
buy a hook, how do I
enhances your home look! charge my phone, etc.) birth rate are two great
More designs coming! ones!

- RECONNECT WITH YOUR PARTNER -

THE BRAND - The 5 key messages

We are committed to fighting phone addiction and widespread distraction. BRAND FOCUS Direct versionWHY
We are committed to increasing the number of planned pregnancies in the world.
Product Focus WHAT
We create phone-free environments in places that matter - the bedroom, the dining table, a restaurant… HOW
We are a digital detox for lovers. HOW

Bagby is a non-tech solution to overcome a technology / digital sickness (Less Technology is more)
Bagby is handmade with great materials and high quality (home decor)
Bagby overcomes the 2 main barriers (We don’t create a product that creates new side needs (alarm clock, buy a
hook, how do I charge my phone, etc.)

“RECONNECT WITH YOUR PARTNER”

- RECONNECT WITH YOUR PARTNER -

SOCIAL MEDIA
DIGITAL STRATEGY

KEY CONTENT PILLARS - KEY MESSAGES

“CELEBRATE THE NEW STAGE IN LIFE” / ADULTING IS GREATER

DISCONNECT ADULTING
HOME IDEAS SLOW
BABIES LIFESTYLE

The problem is about phone addiction and the She is finally an adult and is proud and happy with it. Along with babies, buying a home is her She has moved on in life. Party, models, fashion,
need to disconnect and reconnect with her partner. Adulting is a celebration not a depression from past second key priority. She also imagine herself etc have evolve to yoga, cooking, wellness, inner
As the need is not yet tangible, the topic of phone younger / teen life. She is now an adult and therefore peace, etc. She needs to feel relaxed to overcome
addiction needs to be highlighted and promoted. look for adult related information and advices. The living in the house of her dreams. Home the new challenges of the adult life and reconnect
decoration becomes a relevant interest
idea of having a baby define her as an adult with her partner in a more mindful way.

Key Message 1 Key Message 5 Key Message 2 Key Message 7 Key Message 3 Key Message 6 Key Message 1 Key Message 5

Key Message 3 Key Message 7 Key Message 3 Key Message 3 Key Message 7

Key Message 4 Key Message 4 Key Message 4

Key message 3 in the only ones that works across all content pillars: We create phone-free environments in places… This is one of the reason is the main one

- RECONNECT WITH YOUR PARTNER -

SOCIAL VOICE

VALUES PERSONALITY DIFFERENTIATORS DETRACTORS

Simplicity
Friendly Non-tech solution Cheap hanging bags
Empathy
Positive Handmade (Arpilleria) New need
Commitment Moody Rustic look / Home decor Easy-to-copy
Minimalist Technology / Authentic Committed to a good cause
Human nature Minimal Non existent solution
Beauty
Responsible

FOCUS PURPOSE PERSPECTIVE
CELEBRATE THIS NEW STAGE OF LIFE… For and with women
Disconnect (30%)
Adulting (30%) TONALITY
Home ideas (10%) Natural, positive, moody, empathic, committed, mindful
Slow Lifestyle (30%)

AESTHETICS

- RECONNECT WITH YOUR PARTNER -

CONTENT KEYWORDS

Phone addiction
Adulting, baby
home
Slow Lifestyle

- RECONNECT WITH YOUR PARTNER -

OTHER BRAND INSPIRATION

BRAND WE LIKE BRAND WE DISLIKE

- RECONNECT WITH YOUR PARTNER -

OTHER BRAND INSPIRATION

- RECONNECT WITH YOUR PARTNER -

SOCIAL MEDIA GUIDELINES

DO DON’T

- Focus on visual of relaxed spaces, babies and great - There are no women in our visuals. They are not the main
husbands characters but the one behind the scene, imagining,
enjoying, contemplating a better stage in live
- We are Lifestyle brand. Focus on situations, moments,
emotions - Baby photos are cute but keep it natural, avoid super
professional, filtered and retouched photos
- We must responsive quick (less than 24h)
- We are not content creators but curators
- Inspire audience via home decor ideas
- Don’t overcomplicated things, flow
- Copy must be simple, relaxed
- Never be aggressive or activist feeling. This is not a fight but a
- Talk always as WE, as if we are also a woman within the same lifestyle improvement
situation
- We are not feminist, just women proud to be moms

- We are not a Parenting magazine

- We don’t target teens, we are cool in our way

- RECONNECT WITH YOUR PARTNER -

KEY VISUAL I - TO BE CHANGED

It’s about showing the emotional connect with the future (baby and responsible man) but without faces

Flowers are always welcome for women. It reminds her big day (recent or near future) and great idea for home decor

What does this new lifestyle looks like? Slow, moody, relaxed, minimal… It’s about the little things

EXAMPLE OF CONTENT INSTAGRAM

“It’s all about focusing on the “Tell him how much you love
little things; those that bring him. Do it right before going
to sleep and first thing in the
you true joy with your
partner” morning”

bagby.co

EXAMPLE OF CONTENT INSTAGRAM

bagby.co A toast to all great partners.

EXAMPLE OF CONTENT INSTAGRAM

bagby.co Life has evolved and so have my holidays.

EXAMPLE OF CONTENT INSTAGRAM

bagby.co little things make spaces meaningful

EXAMPLE OF CONTENT INSTAGRAM
bagby.co How cute am I? My secret? I sleep great, no phone in my bedroom

EXAMPLE OF CONTENT INSTAGRAM

bagby.co A reminiscence from the past, a reminder for the near future.

EXAMPLE OF CONTENT INSTAGRAM

bagby.co How cute am I? My secret? I sleep great, no
phone in my bedroom

EXAMPLE OF CONTENT INSTAGRAM

bagby.co Today I don’t pretend, I just create spaces to reconnect with my
world

EXAMPLE OF CONTENT INSTAGRAM

bagby.co It’s all about the little things.

EXAMPLE OF CONTENT INSTAGRAM

bagby.co those moments that make relationships worth it.

EXAMPLE OF CONTENT INSTAGRAM

bagby.co Billions of dollars are being spent on distracting you from this
moment. Take a break from your notifications and be here now.

EXAMPLE OF CONTENT INSTAGRAM

bagby.co Put your phone away and give you a
nature treat

- Phone free Bedrooms -

I THINK SHE IS
PREGNANT!

- Reconnect with your Partner -