Client:
Personal
Year:
2025
Duration:
3 Weeks
Overview
Cubs & Co. is a fictional children’s apparel brand developed from a logo exploration that evolved into a full brand identity project. What began as a generational bear logomark was reimagined into a playful, youth-focused concept centered around growth and adventure. The project includes logo suite, typography selection, colour palette, packaging design and a seasonal campaign concept titled Grow Wild, positioning the brand as a lifestyle label for young explorers.
Challenge & Vision
I challenged myself to transform an unused visual idea into a cohesive, market-ready brand with clear positioning and personality: The original logomark, created for a non-profit organisation, did not align with the client’s objectives despite its strong visual storytelling and character potential. Rather than discarding the concept, I wanted to find a new strategic direction where the playful energy and symbolic growth of the bears could resonate authentically.
Solution
The concept shifted to youthful growth and adventure. This led to the creation of Cubs & Co., a children’s apparel brand built around the idea of letting kids “Grow Wild.” It started with one logomark, the project expands into a full visual identity. A warm yet energetic colour system, complementary typography, playful packaging, and an integrated campaign strategy bring it to life as a fully realised brand experience.
