Bonnie Baby

Designer Tracey Samuel started her children’s fashion house, Bonnie Baby, in 2005 after her own daughter was born. The company flourished, and its clothing went on sale in retailers worldwide, including Selfridge’s in London and Barney’s in New York City. However, in an intensely competitive market, the brand identity lacked personality, and didn’t reflect the level of detail and care that made Bonnie Baby clothing designs so special.

Sensing it required a fresh, more structured approach to its brand identity, Bonnie Baby came to us. We quickly identified that evolution, rather than revolution, was required, and together agreed to retain its existing company logo. To take the brand forward, we worked closely with the in-house design team to create a quirky, engaging new identity linked strongly to the product design. This involved refining the colour palette, and creating a new set of brand characters. Crucially, we also drew up a comprehensive set of formal brand guidelines for all corporate literature, advertising, packaging and marketing requirements. We were delighted that this professional, authoritative manual also helped to secure substantial overseas investment, which enabled Bonnie Baby to open its first flagship store in Hong Kong in 2012.