Client: Cubelelo – Toy & Puzzle Brand
Industry: Educational & Recreational Toys
Service Provided: Brand & Communication Strategy
Geography: Pan-India
Background
Cubelelo is India’s No. 1 puzzle store, specializing in 3x3 cubes and other brain-teasing puzzles. Despite having a loyal customer base, the brand faced challenges in scaling its business across new categories while maintaining a coherent brand identity. The client sought a structured brand strategy to guide expansion, strengthen market positioning, and enhance communication across digital platforms.
Objective
The primary objective was to develop a robust brand and communication strategy that would align Cubelelo’s branding, provide clarity on future growth areas, and offer practical guidelines for digital advertising experiments across audience segments.
Challenge
The brand’s expansion into new product categories required a clear and consistent brand identity that could resonate with existing customers while appealing to new segments. Additionally, improving communication and advertising practices was critical to driving engagement and scaling traffic.
Strategy
We built a comprehensive framework that addressed both branding and performance goals:
- Brand Architecture & Communication Framework
- Developed models such as the Golden Circle, Brand Key, Brand Web, and Segmentation-Targeting-Positioning (STP) to create clarity on the brand’s purpose, audience, and messaging.
- Defined Cubelelo’s narrative and differentiated positioning to ensure consistent storytelling across platforms.
- Digital Advertising Best Practices
- Designed an actionable communication strategy aligned with best practices for digital ads, enabling the brand to experiment confidently.
- Created tailored Meta Ads strategies for different audience segments, allowing more precise targeting and better engagement.
- Market-Aligned Product Guidance
- Conducted a detailed market study to recommend product stories and potential categories for expansion.
- Provided recommendations on messaging themes and visual storytelling to highlight product benefits effectively.
- Performance Improvements
- Improved ad creative quality and messaging, which led to a higher click-through rate (CTR) and increased traffic.
- Structured experiments that enabled systematic optimization across campaigns.
Results
- Established a clear brand direction that positioned Cubelelo for sustainable growth across new categories.
- Enabled improved campaign effectiveness through refined messaging and targeting strategies.
- Enhanced ad quality and communication methods, resulting in increased engagement and website traffic.
- Provided a scalable framework for ongoing brand experiments and product storytelling.
Conclusion
Through a structured brand strategy and communication framework, we empowered Cubelelo to scale beyond their existing offerings while staying true to their brand values. The project delivered not only actionable recommendations but also a long-term roadmap to experiment, optimize, and grow in competitive markets.