Peachy Kids Clothing
Brief – Design a fun brand for a children’s clothing company that speaks to parents as much as children
Role — Contestant
Skills — Logo Design, Lettering
Team — Jess Leftault (Solo)
Duration — February-March 2016
Context —
In early 2016, I entered a design contest for a children’s clothing company logo. Based out of Brooklyn, the owners, who remain anonymous to me, were looking for a brand that was fun, hip, and cool, but were unsure how to achieve that without using a cliche peach icon.
Online design contest often have unpredictable results, but I managed to come up with a clever and fun logo with minimal direction that the company still uses today.
Questions
How do I create a clever logo without talking to the client before starting?
How do we find a balance between a literal peach and the hip, cool vibe the client wants?
How do we make the brand appeal to moms who prefer hand made products?
Consumer Traits
To better understand the personality of the brand, I defined some traits of the most common consumer for the brand’s target audience.
The brand needed to appeal to consumers who are:
Socially conscious
Wealthy or willing to pay more for quality handmade products
Avoiding the faceless big box stores
Mostly moms shopping for essentials
The personality of the brand should feel customized and unique, somewhat feminine to appeal to moms, and doesn’t feel too childish while being clear the clothes are for children.
Brainstorming & Sketching
Because the contest occurs over a few days, there isn’t a lot of time to message back and forth with your client about what exactly they want the brand to say. It’s certainly not ideal.
Finding the personality comes straight from the brief they’ve created and getting feedback is no guarantee. After noting key features of the brand and analyzing their potential customers, I moved into the sketching phase right away.
Typography
The brand didn’t call for any specific typography needs, but choosing type was essential in solidifying my own understanding of the brand. I was looking for a couple traits when deciding on type:
Fun, whimsical
Soft edge with the potential for boldness