“Whirligig” is a fictitious children’s clothing brand that aims to create comfy and playful gender-neutral clothing so that children can focus on learning, playing, and growing. Their target audiences are children ages 1 through 12 years old, and their middle to upper class parents. I have been tasked with creating a brand identity and clothing tag system that differentiates them from competitors, speaks to their ideal demographic, and aligns with their values.
SOLUTION -
Whirligigs, or helicopter seeds, are seeds that fly off of trees to repopulate and spread. They are a symbol of new beginnings and growth. To align with their core message, Whirligig’s visual system merges lines and shapes to represent the growth and progression in a child’s journey to growing up. The colors are bright, bold, and playful, being careful to not lean too feminine or masculine, while the typography was chosen to feel bold and playful.
