Childrensalon
Repositioning a heritage luxury retailer through story-led brand transformation
Brand Strategy/Identity, Art Direction, Campaign Concepts, Packaging Design, Creative Department Management.
Role
Challenge
Childrensalon wanted to reintroduce a historic family crest within a modern luxury landscape, without redesigning or diluting its original character. In a category often driven by product over brand, this was an opportunity to transform a heritage asset into something more distinctive, emotionally resonant and strategically ownable.
Approach
Rather than modernising the crest itself, I repositioned it as the foundation of a broader story-led identity system. Drawing from fairytales, heraldry and narrative design, I led the creative evolution of the brand across identity, digital, campaign and packaging, shaping a cohesive world where every touchpoint felt more imaginative, premium and recognisable.
Outcome
This strategic transformation helped translate a 74-year heritage business into a more contemporary brand experience, strengthening consistency, elevating perceived value and creating a richer emotional connection across physical and digital touchpoints.
