Case study: ByHeart
A name with heart
If and when to go back to work, sleep-training vs self-soothing, who takes the 2am shift, how soon to have another one… New parents face a deluge of decisions from day one.
Second Science founders Ron and Mia wanted to make at least one of those decisions a little easier. So they set out to give parents who either don’t have the choice to breastfeed, or choose not to, a healthy alternative based on the latest thinking in baby health.
Breaking the formula
For their groundbreaking baby formula, our clients wanted a name that – like their product – blended nature and science. It needed to speak to parents as well as the scientific and medical community, so they wanted something caring, but not ‘coochy-coo’ cutesy.
In a market crowded with scientific-sounding names like Similac and Enfamil on the one hand, and Happy Baby and Parent’s Choice on the other, we saw an opportunity to make a deeper connection.
And so ByHeart was born. A product with heart, for parents who know their babies by heart.
Adopting the name wholeheartedly
Our clients loved the name so much, they didn’t just use it for the baby formula – they renamed their entire company ByHeart. Since then, they’ve raised over $70m in funding, so they’re all set for growth – with a name that’s ready to grow with them.