Smiletribe: Brand Strategy & Identity
Client Project with The Turtle Story, Mumbai
The Challenge
Create a comprehensive brand strategy and visual identity for a children's clothing brand evolving from a small home-based D2C business to a commercial brand with multi-channel sales.
My Role
Brand Designer & Strategist: Research, Positioning, Concept Development, Visual Identity Design, Website Design, Packaging Design
The Approach
1. Research and Synthesis 2. Positioning 3. Concept Development 4. Visual Identity Design 5. Packaging & Website Design
Intended Impact
Develop a cohesive brand image with a unified personality expressed through the brand's voice and appearance such that it looks professional and signals a change in the scale of the business.
Positioning The Brand
In India, the kids clothing market is saturated with brands that focus on trendy looks and market trends rather than the kids' comfort and development. A new age of parents are growing conscious of this and opting for simpler, meaningful comfort clothing for their children.
While there are some brands that promise superior quality clothing, they are priced at a premium. Smiletribe is uniquely positioned to provide the best quality clothing with comparably affordable prices. It can build an image as a brand that is built to nurture the kid and elevate clothing to an experience that contributes to the development of the child.
As Smiletribe is set on a mission to prioritise the children and encourage them to truly express themselves, it must be guided by the following values:
The tone of voice for the brand must communicate this ethos.
Identity Design
A comprehensive identity design system was created to express the brand's values and beliefs through every touchpoint.
Packaging Collateral Design
Website Design
The website design was created keeping in mind the colourful and playful nature of the brand identity.
Mascot Design
The mascot was inspired by the imaginary characters that children create with their imagination.
