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The Entourage® by Austlen
When parenting feels like managing a crew, this stroller shows up as your entourage.
The Opportunity
In 2013, Leslie Stiba came to us to build the brand identity for her stroller company, Austlen. What began as an identity project quickly expanded into something bigger: naming her flagship stroller and shaping the entire ecosystem around it from packaging and website to photography and video.
This wasn’t a simple umbrella stroller. It was a high-capacity, highly configurable stroller built for modern parenting life. With more than 30 configurations and a staggering 150 pounds of kid-and-cargo capacity, it could handle school drop-offs, farmers market hauls, and everything in between.
Originally operating under a working title (“Bebeology”), the stroller needed a name that could carry the weight of the product’s ambition.
The Name
We named it The Entourage® along with the tagline Get your Parenting in Gear.®
Why? Because that’s exactly what it becomes. With The Entourage, you don’t travel alone. You carry kids, cargo, snacks, sports gear, diaper bags. The stroller carries the load so you don’t have to.
The name supports community and capability. It feels expansive and slightly glamorous (yes, even if what you’re hauling is a week’s worth of Goldfish crackers). It transforms the everyday act of pushing a stroller into something you can’t live without.
Strategically, the name evokes the product’s function. As long as the stroller continues to adapt, expand, carry it will never outgrow its name. That kind of alignment gives a product staying power.
Yep, we named it. And we also branded it.
For the full brand experience — identity, packaging, messaging, website, expo, photography, video, and asset execution — visit our sister site, Shelf Studio.
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