A new children's apparel brand needed deep market research and a distinctive visual identity to support a pioneering, design it yourself concept aimed at kids aged 8 to 12, with the goal of launching first as an e-commerce store and school activation before expanding into pop up experiences.

Where most kids' apparel brands sell finished products, Elev8 Kids sells the experience of designing them. Their USP is an edutainment, learning by doing model that blends high quality customisable apparel with a hands on creative process, setting them apart from traditional retailers, print on demand services and craft kits alike.

Elev8 Kids needed to stand out in a crowded landscape of traditional kids' apparel, print on demand services, and craft kits, none of which fully captured their unique blend of customisation and hands on experience. The challenge was to translate a genuinely new retail concept into a visual identity that felt instantly playful and trustworthy to both children and parents.

Research came first. A full competitor and industry analysis mapped Elev8 Kids against traditional apparel brands, print on demand services, and experiential retailers like Build A Bear, confirming a clear gap for a high customisation, high experience offering. From there, an Organic Expression moodboard set the creative direction, built around wavy lines, paint splatters, and hand drawn playful fonts that mirror a child's unfiltered creativity. The logo system centres on a hand illustrated "8" styled as a spool of thread, paired with the Moteisa display font and Tuffy for supporting type. A vibrant primary and secondary colour palette, custom Elev8 Kids pattern, and a set of felt style icons extend the identity across packaging, tags, social content, and brand photography, all built to feel inspiring, authentic and unmistakably made for kids.