Cases

Vaderboks

At Concept7, we believe that a strong idea only gains value when it is strategically validated and developed holistically into a scalable brand. With Vaderboks, we demonstrate how we develop a new brand: from concept, validation and brand strategy to e-commerce implementation and organic growth.In this case study, you can read how we translated an initial idea into a validated concept, a distinctive brand and a conversion-focused webshop with a scalable e-commerce foundation. The entire process, from brand development to SEO strategy, was carried out in-house at Concept7.

The customer Vaderboks
Cases
UX design Branding Customer Journey mapping Development Gebruikersonderzoek
persona-mapping
Visual design
Results vaderboks.nl

The challenge

developing a new brand for an underserved target group

During pregnancy and the postnatal period, attention is almost entirely focused on the mother and baby. This is understandable, but it’s striking that fathers play such an essential role yet rarely receive a gift that’s truly tailored to them. The existing range consisted mainly of standard baby gifts, vests or products with a mild sense of humour. There was little that resonated with the experience of expectant and new fathers.

The challenge was clear:

Is there a genuine need for this? What are fathers missing at this stage? How do you create a gift concept that doesn’t feel like an afterthought, but like a standalone brand?

Together with Valentijn and Jos, who are experienced fathers themselves, we started from scratch: validating the idea before anything was even produced.

We spoke to expectant fathers, explored their needs and frustrations, and tested various concepts. It became clear that fathers need recognition, practical support and a sense of humour. No clichés, no off-the-shelf products, but something that truly suits their new role.

What we achieved

1. Idea validation & target audience research

We investigated whether the concept was viable and which aspects would actually be relevant. Through interviews and concept validation, we identified precisely what fathers value and what does not work. Only after establishing this foundation did we proceed.

2. Positioning & brand foundation

Based on these insights, we developed the brand foundation:

A clear target audience: expectant and new fathers An honest, relatable tone of voice “Practical and fun” as the core concept A standalone father brand, not a spin-off of a mother concept

Father's gift boxes were to become a category of their own within the baby gift segment.

3. Product development

Each box was put together with one key question in mind: would a dad actually use or appreciate this?

The content combines practical tips, relaxation and relatable humour. No filler, just carefully considered choices that reflect the daily life of a new father.

4. Design & digital implementation

Concept7 developed the entire digital environment:

UX strategy Web design Technical development Conversion optimisation Copywriting

The online shop has been deliberately designed to be simple and straightforward. Visitors immediately understand what it is, who it is intended for, and why it is the perfect gift.

5. Marketing & groei

The marketing has also been developed and implemented entirely in-house. A conscious decision was made to pursue an organic growth strategy, without the use of paid advertising. The growth has been achieved entirely through SEO and content.

Brand story Content strategy Social media SEO as the primary driver of growth Further development of the offering and positioning

From initial validation to launch and ongoing optimisation: the entire process was carried out within Concept7. Visibility, traffic and sales have been built up entirely through organic reach.

The results

What began as a frustration felt by two fathers has grown into a recognisable and distinctive brand within the baby gift sector.

Dad's boxing:

Fills a clear gap in the market Appeals directly to an underserved target group Combines brand recognition with practical value Has a scalable e-commerce foundation Ensures that fathers feel seen too
Over 2,200 Father Boxes sold!

With Concept7, we didn’t leave any opportunities untapped. We leveraged the full scope of services to the fullest, from user research to technical development and the path toward conversion growth. The result? “A brand that stands strong.”

Valentijn Duijser

Director – Creator of Vaderboks

Vaderboks is therefore more than just a product. It is the result of a strategic and integrated process that brings together research, brand building, product development, design, development and marketing. It is a concrete example of how Concept7 translates an idea into a sustainable and scalable brand.

Vaderboks now has a new, proud owner. We are handing over the brand with confidence and are delighted that it is in good hands for the next phase of growth and development.

Do you have an idea, or are you working on a new brand?

Let’s see together how we can take this forward.

Please get in touch with us!

Our approach

Vaderboks demonstrates how we work. We don’t just develop for clients; we also build and validate our own propositions, from concept to scalable brand. We take ownership of the entire process: from research and positioning to design, development and marketing. In doing so, we combine brand-building with performance, ensuring that a concept not only looks right but also works commercially. We test before we invest, make decisions based on insights, and always build with growth and scalability in mind. This ensures that an idea not only goes live, but also creates value.

In everything we do, we put people first. Human-centred design means that you don’t start with your own idea or solution, but first listen closely to the needs, expectations and frustrations of the real people for whom you are developing something. By involving users at every stage, from problem identification to prototyping and testing, you minimise assumptions and increase the likelihood that your design will truly meet people’s needs. This human-centred approach not only helps to make products and services functional, but also meaningful and valuable in the eyes of your target audience.