Childrensalon: Brand Transformation
Role:
Brand Strategy
Brand Identity
Art Direction
Campaign Concepts
Packaging Design
Creative Management
Childrensalon wanted to reintroduce a historic crest logo created decades earlier. The challenge was positioning this personal mark within a contemporary, digital-first luxury landscape. Where the family didn’t want to modernise the crest itself, my strategy was to reframed it as the centre of a story-led identity. Transforming it from a static symbol into the foundation of a narrative brand universe.
Leading the creative evolution of Childrensalon, I shaped a cohesive brand world that translates a 74-year heritage business into a modern, emotionally resonant experience.
Partnering with executive leadership, I defined the creative direction, established the visual systems, and directed rollout across digital, campaign, and physical touch points. This was not a cosmetic rebrand, it was a strategic transformation designed to strengthen recognition, consistency, and long-term brand equity.
Other competitors in this space rely on brand assets, with minimal branding and little storytelling, so this was an opportunity to stand out and be more.
Experts in childrenswear, inspired by childhood.
The Art of Dressing Beautifully
Brand Identity & System
The defining a visual language was inspired by fairytales and heraldic storytelling, allowing functional design elements to become part of an imaginative brand experience.
UI icons became folklore symbols, digital graphics stories, and brand assets were conceived as narrative cues. Turning everyday interactions such as search, wish lists, and shopping into emotionally engaging moments while maintaining a premium aesthetic. This approach enabled the heritage crest to exist seamlessly within a modern design system.
Brand Packaging
Leading a full review of their packaging ecosystem, I decided to transform product delivery into a delightful brand moment.
The hero periwinkle box, with modernised crest-inspired illustration, and gold foil detailing were developed to feel timeless, celebratory, and keep-worthy.
Shipping boxes became story books, and gift packaging, tissue paper, and finishing details were reimagined as a luxurious cohesive storytelling experience, elevating function into something tactile and emotionally memorable.
