goobie baby bhb case study

BHB Case Study: Lulu Ou of Goobie Baby

Chloe Tate

Think that Brick House Branding is simply for consumable brands like candles, soaps, cosmetics, or specialty foods? Or that you need to be based in the U.S. to work with Lela to grow your brand? Meet Lulu, who’s breaking the mold in virtually every way possible!

Lulu tagged into BHB in late 2017 while living abroad with her family. She’s been designing stylish baby products, but her packaging felt tired, and she knew that there were tweaks to be made. We huddled together for a few months of strategy chats and today, Goobie Baby is rocking new packaging, gorgeous new lifestyle shots, and a whooooole lot of clarity.

Getting to know Goobie Baby

Lulu of Goobie Baby

LBC: Why and when did you originally launch your company?

Lulu: Necessity!!! After the birth of our first son, Mason, I started developing Goobie Baby and our products. Mason was the BEST drooler in the world. In 30 minutes, he could soak a bib, his clothes, a blanket, my clothes…and then the teething started. Cue the waterworks! I tried every bib I could find, but the drool would just seep through the bib and he would be soaking wet. I designed a waterproof and reversible bib to keep him (and his surroundings) dry!

After creating a solution for containing and controlling the drool, I was faced with another problem. I had become a chew toy for my son! He was constantly giving me “love bites” on my shoulders, face, fingers until he discovered my sentimental diamond necklace…yikes! Not only was it unsafe for him to have in his mouth, I was worried it would break. I believe in necessity and function, but I also believe in good taste. During my search for a solution, I was intrigued by teething necklaces but could never find one that was stylish enough. They were all in loud, bright, baby toy-esque colors. So, I got busy and designed my own.

Finally, bodysuits. Also birthed from necessity! My mom was visiting, and we had stumbled upon some side snap bodysuits in a clearance section. She suggested that they would be “easy to change the baby, especially if he’s got a big blow out.” Mother knows best!! We bought 4 that day and wished we bought a ton more! These bodysuits were constantly in the wash and then back on the babies. I tried searching for more side snap bodysuits but came up empty-handed. It was a void in the market! I thought: hey, I might just expand into baby clothes now.

My youngest son, Maddox, had suffered from eczema as a baby. He was constantly scratching himself and would even bleed! So, we added the mitten cuffs on the bodysuits to help solve this problem. He was also a chunky little guy, so I expanded to gloves on all of the sizes.

Necessity, function, and style brought Goobie Baby to life 3 years ago!


LBC: At what point did you know it was time for a rebrand?

Lulu: We love our products; our customers love our products, but I knew we needed to update and regroup. I wanted a cohesive look and a defined statement! Plus, my packaging was looking stale. I guess you could say that everything was in need of a “pep talk.”

LBC: What significant realizations about the nature of branding did you discover through Brick House Branding?

Lulu: Impact! Your brand can have a stronger impact when you’ve put in the time to nail every aspect of branding.

LBC: How did you allocate the workload? Did you tag in professionals for some pieces and DIY other facets of the brand redevelopment?

Lulu: It’s a work in progress, but the main shift started when I had my second son. My business was growing rapidly and I couldn’t handle every single part while also caring for my two boys. I started to make a list of my strengths and weaknesses. I found that I enjoy the production and absolutely dread accounting. I began to hire a specialist who could do more justice to the tasks that I dread in much faster speed, and best of all, they actually enjoy THAT element… that’s their strength.

I’m a bit of a perfectionist so it was quite hard for me to let go of tasks, but I AM SO GLAD I DID. It was hard to let go of things at first but, utilizing other people’s strengths has lifted such a big burden off my shoulders. I am able to be more productive and know that someone else has got my back on the tasks I dread completing. I am still growing my little team and hope to add 1 or 2 more peeps to my workin’ mom crew in the next year!

LBC: What was the biggest obstacle you encountered during the rebranding process?

Lulu: What to do with the OLD stuff! I sell on my website and also on Amazon. I had so many products in the old packaging that would be too costly to repackage. I decided to sell the NEW rebranded packaging from my own website and liquidate the rest of the products in OLD packaging on Amazon.

goobie baby lifestyle shot

LBC: How has your own perception of your brand evolved since graduating from Brick House Branding?

Lulu: Clarity. Brick House Branding gave me so much clarity! It helped me communicate my brand’s vision clearly and made the rebranding and on-board employees easier.

LBC: Are your products are being received differently by others since the rebrand? How has their reaction evolved?

Lulu: Yes! I’ve been told the new product packaging is chic and modern. Overall, a sleek appearance! New products also in the works so I’m very excited to hear the reactions to those soon.


LBC: Can you share a recent win that you’ve enjoyed now that you’ve rebranded?

Lulu: With the rebranding, I now have a clear vision of my brand image, target customer and can easily stay “on-brand.” My office wall is covered with photos of my branding, brand colors, mood board, target customer, current product and new product ideas. When I put something up on the wall that doesn’t jive (whether it’s a new color, new social media post or pattern idea) it is very noticeable.

LBC: How did the Brick House Branding experience help shape your brand development process?

Lulu: It took the mess that was in my head and made me put it down on paper! And then clarified a lot of my sticking points while giving me a guide of what to look for in the development process.

goobie baby food bowl at a picnic

LBC: What advice would you give to someone who’s getting ready to start the brand development process?

Lulu: Go through the ENTIRE Brick House Branding course and complete every task! Commit to the time and really take the time to brainstorm and fill in all the great worksheets. I found myself going back to the worksheets and course notes time after time throughout the rebranding process.

LBC: What’s next for your brand?

Lulu: Launching loads more patterns and products. And the debut of that new packaging. Shhh, lots in the works!

These new lifestyle shots have us swooning, and they elevate the brand to make sales even easier. Want us to be a part of your branding journey? Brand development just-so-happens to be our specialty, and Brick House Branding is our most celebrated program. Enrollment for the January 2020 of this 9-week brand development mentorship is open through September 13. Mark your calendar- we’d love to save a seat for you!

About the Author

Chloe Tate

Once described as “relentlessly cheerful,” Chloe is a lover of all things colorful and practically every fruit known to man. She lives in Atlanta and divides her time between supporting Lucky Break clients, keeping shop at a local artisan market, and event planning for business conferences. She’s also working on the launch of her skincare line while finishing her degree in Organizational & Leadership Studies. True story: Chloe shares 50% of Lela’s DNA and is poised to inherit her obscenely large shoe collection.

2 responses on “BHB Case Study: Lulu Ou of Goobie Baby

  1. Angie Chua

    I love the evolution of her products. And the solution to removing the old product packaging on her Amazon sales channel is sort of brilliant!

  2. Brandy Searcy

    I love how Lulu keeps mentioning clarity throughout this piece, and also love her idea board (or maybe a more fitting name is branding board).

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