Brand Identity Concepts (2020)

Frugi is the UK's leading organic childrenswear business. They were looking to grow and appeal to a wider audience, away from a niche group and towards a slicker, more mainstream audience who care as much about aesthetics as they do environmental concerns.

The objective was to cement their position as brand leaders in sustainable childrenswear and define a stand-out identity that tells the story of their distinctive purpose more explicitly and with more impact, whilst maintaining their playful nature.

All of these were early idea and style explorations, focusing mostly on fun shapes and hand-made typography to reflect their values and mission. In the end they went with a different direction, but as this was a massively fun project I felt these concepts should at least see some light of day 😊

All of this work was done for and with the wonderful team at Friendly Giants.