A brand-new product, a big idea and a mission to help families connect beyond screens. We're incredibly excited to celebrate the launch of YAPA Club, a new kids' landline phone brand, and the digital experience we've created to introduce it to the world.

Every so often, a project comes along that feels a little different.

YAPA was one of those projects.

A fresh take on the traditional home phone, YAPA is bringing the landline back for a new generation, giving children a way to stay connected with friends and family without needing their own smartphone.

It's a clever idea, with a brilliant team behind it and a genuinely exciting opportunity to create something new in the market.

Working alongside the YAPA team and the brand creatives at Otherway, our challenge was to translate that vision into a digital experience that introduces the product, builds excitement and provides a strong foundation for growth.

And now, YAPA Club is live!

A New Kind of Connection

In a world where so much of childhood is becoming digital, YAPA offers something refreshingly different.

A landline designed for kids.

It's a simple concept with a much bigger purpose: helping children build independence, enjoy conversations and stay connected without every interaction needing to happen through a screen.

For parents, it offers an alternative to introducing a smartphone too early. For children, it's an exciting new way to chat with friends and family.

And for us, it presented a fantastic creative challenge.

How do you introduce a completely new product category, explain its benefits and make people excited enough to want one?

That's where the digital experience comes in.

Bringing the Brand to Life

With a bold and playful brand identity created by Otherway, we had a brilliant foundation to work from.

Our role at twotwentyseven was to bring that personality into the digital world, creating a website that feels every bit as exciting and distinctive as the product itself.

The result is a colourful, characterful experience that balances fun with clarity.

Because while the product is designed for kids, the website also needs to speak to the parents making the purchasing decision.

That means capturing the imagination of one audience while building confidence with another.

We focused on creating an experience that:

• Celebrates the brand: Bringing YAPA's playful personality to life through bold visuals, engaging layouts and a distinctive digital identity.

• Explains the product: Making it easy for families to understand what YAPA is, how it works and why it's different.

• Builds confidence: Clearly communicating the benefits for parents and children.

• Drives action: Creating intuitive journeys that move visitors from curiosity to product discovery and pre-order.

• Supports future growth: Establishing a flexible Shopify foundation that can evolve as the brand grows.

The aim wasn't simply to build a good-looking website. It was to create a digital home for a completely new brand.

Built to Be Discovered: SEO Meets GEO

Launching a new product is exciting, but it also comes with a challenge.

How do you help customers discover something they might not even know exists yet?

People may not be searching for YAPA by name. Instead, they're asking questions such as:

“What's a good alternative to a smartphone for my child?”

“How can kids talk to their friends without social media?”

“Are there screen-free ways for children to stay connected?”

“Can you still get a landline phone for kids?”

These are exactly the kinds of discovery opportunities we wanted the new website to support.

From the outset, we approached the project with both traditional search engine optimisation (SEO) and generative engine optimisation (GEO) in mind.

That meant thinking carefully about how the website communicates the product, its purpose and its benefits, not just to customers, but to search engines and AI-powered discovery platforms.

Our approach centred on clear product messaging, accessible content, logical page structures and strong technical foundations.

We also considered the language customers might use when researching alternatives to smartphones, screen-free communication and technology for children.

The goal is to give YAPA the strongest possible starting point for organic discovery, helping relevant audiences find and understand the brand as awareness grows.

Of course, a new website won't immediately dominate Google or AI recommendations. Building authority takes time, and GEO is an ongoing process.

But launching with the right foundations makes a real difference.

Designed to Turn Curiosity Into Customers

Discovery is only half the journey.

Once someone lands on the website, the experience needs to do the hard work of turning interest into action.

For an entirely new product, this is particularly important.

Customers need to understand what they're looking at, why they might want it and what happens next.

Rather than overwhelming visitors with information, we focused on clear storytelling and intuitive customer journeys.

The website introduces the product, communicates the benefits and guides visitors towards the next step.

Every element has a purpose, from the homepage messaging and product storytelling to calls to action and the overall shopping experience.

It's about balancing the excitement of launching something new with the commercial focus needed to build a successful ecommerce brand.

And as YAPA grows, there's a fantastic opportunity to learn from customer behaviour, refine the experience and continually improve conversion.

A Brilliant Team, a Brilliant Launch

One of the best parts of this project has been working with the people behind it.

The YAPA team have brought huge energy, ambition and enthusiasm to the process, and it's been a pleasure collaborating with them to turn their vision into something real.

Combined with the brilliant creative direction from Otherway, it's been a genuinely collaborative project from start to finish.

And with YAPA already attracting national attention, including a feature in The Sunday Times, it's exciting to see the momentum building around the launch.

For a brand that's only just getting started, there's already plenty to celebrate.

Just the Beginning

The launch of the YAPA website marks an exciting first chapter.

With the initial digital experience live and pre-orders underway, the focus now turns to growing awareness, attracting new audiences and continuing to develop the platform as the business evolves.

We're proud to have played a part in bringing such an original product to market, and even more excited to see where YAPA goes next.

A huge congratulations to the entire YAPA team. We can't wait to see what comes next!

Explore the new website at yapaclub.com.

Building Something New?

At twotwentyseven, we work with ambitious brands to turn big ideas into high-performing digital experiences.

From brand-new ecommerce launches to Shopify development, SEO, GEO and ongoing conversion optimisation, we create websites that look brilliant and are built to grow.

Have an exciting project in mind? We'd love to hear about it.