Kidswear Marketplace Brand & Identity

Nat from Winkel Kids wanted to give new life to her brand, so we came on board for a brand refresh. Our goal was to inject more fun, personality, and colour into the identity, ensuring it felt youthful and engaging without being childish.

We began by analysing the existing brand’s place in the competitive kidswear space, to understand how it can stand out and stand on its own in this market.

We created a signature wordmark for the Winkel name to establish a unique identity. While the main logo remains clean and premium in monochrome, we developed a vibrant colour palette to be used for colour blocking across collateral. This approach allows the brand to feel bold and exciting while the black logo maintains a sophisticated feel.

To add even more personality, we designed a suite of emoji-style illustrations and textural elements. These graphics help tell a richer brand story and contribute to the brand’s playful and energetic vibe.