Explorations for a brand evolution

Frugi is one of the UK’s leading organic childrenswear brands. To expand their reach and cement their position as market leaders, they were looking for a bold, stand-out identity that told their story with impact and playful energy.

These explorations focused on fun shapes inspired by organic cotton, paired with hand-made typography to echo their crafted nature. In the end, the brand went in a different direction, but it was a hugely fun project for us to work on — created in collaboration with agency Friendly Giants.