Services:
Brand Strategy
Brand Identity
Art Direction
Campaign Concepts
Rebrand Packaging Design
Childrensalon: Brand Transformation
Experts in childrenswear, inspired by childhood.
Childrensalon wanted to reintroduce a historic crest logo created decades earlier. The challenge was positioning this traditional mark within a contemporary, digital-first luxury landscape. Where the family didn’t want to modernise the crest itself, I 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 touchpoints. 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.
The art of dressing beautifully.
Brand Identity & System
Defining a visual language inspired by fairytales and storytelling, allowing functional design elements to become part of an imaginative customer experience. Interface icons, digital graphics, 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
I led the concept and design of a new packaging ecosystem that transforms delivery into a brand moment. The hero periwinkle box, crest-inspired illustration, and gold foil detailing were developed to feel timeless, celebratory, and keep-worthy. Shipping cartons, gift packaging, tissue paper, and finishing details were reimagined as a cohesive storytelling experience, elevating function into something tactile and emotionally memorable.
