Brand Strategy Overview

Rainbows & Puddles

PROJECT OVERVIEW

Our project began with defining the essence of Rainbows & Puddles, a playful kids' outdoor fashion brand designed for newborns to 12-year-olds. We crafted a branding strategy that celebrates the joy of outdoor adventures while ensuring functionality, durability, and style. Below is a summary of the key strategic elements.

Visual Identity

BRAND SUBSTANCE

Mission: To inspire adventure by offering stylish, durable, and playful outdoor wear for kids, turning rainy days into moments of joy and fun.

AUDIENCE

Sam is a busy parent who values quality, durability, and fun, seeking outdoor clothes that are practical for any weather and playful enough to match her kids' vibrant personalities. Liam and Lily are adventurous kids who love bright, comfortable outfits that let them explore, play in the rain, and get messy.

POSITIONING

Rainbow & Puddles stands out with its focus on outdoor kids' fashion, blending bright, fun designs with high-quality materials that hold up through active play. The brand positions itself as the go-to for parents who want their kids to look stylish while being prepared for any outdoor adventure.

PERSONALITY

The brand personality is playful, adventurous, and full of joy, while also being dependable and trustworthy. It’s vibrant, energetic, and inspires confidence in both kids and parents, with a focus on fun, curiosity, and exploration.

SUPPORTING ELEMENTS

The color palette is bright and cheerful to draw attention to the brand's playful personality while the pattern and icons show a touch of whimsical adventure.

Both the colors and the icons show off the joy of this brand and are very child-friendly to grab their attention and stand out from the crowd.

LOGO DESIGN

The primary logo is a custom wordmark that features a fun and whimsical sans serif font along with hand-drawn details like the arc on the "b" to represent the rainbow and the elongated "l" to represent a puddle. The letters "e" and "s" look as though they are floating in the puddle. The crooked "&" added to the organic, child-friendly feel.

The brand mark features a rainboot, which is the companies #1 product with both a rainbow and a puddle representing the name. The rugged edges give a childlike drawing feel to capture the essence of the brand.