Proud to Present: a restful, dreamy brand for The Baby Sleep Shop
There is nothing more inspirational than a working mama. When Jenni Shipp approached us to create the brand identity for her new business, she was not only looking after two smalls but had a full time job AND was planning her wedding. And I thought i was busy... her meticulous and efficient approach put me to utter shame!
The Baby Sleep Shop isa start-up business, and soon to be the go-to online boutique for trendy, high quality baby sleepwear, ideal for new parents and those who want to give a thoughtful, practical gift to a friend or relative who has a new baby.
The Baby Sleep Shop Stocks design-led brands which aren’t available elsewhere, serving the growing number of parents who seek to use sleeping bags for their baby and are searching for high quality, unique designs. The designs they sell are colourful, trendy, highly desirable and hand-picked by the style conscious mummy founder of the company.
The season personality
The seasons which best represent The Baby Sleep Shop are Spring and Summer. Spring personalities are irrepressible! Few can fail to be charmed by their boundless energy, youthfulness and sense of fun. Spring personalities are creative, trend aware and sociable creatures that are warm and friendly. They’re always on the hunt for the latest fashion and love anything unusual or quirky.
Summer personalities meanwhile are aspirational, luxurious and obsessed by quality. Their attention to detail is second to none and their organised, logical approach means they’re easy to trust. Summer personalities are more gentle and nurturing than their lively Spring counterparts, and combining these two influences will create a brand that’s packed with fun yet is also premium, exclusive and beautiful.
Cute and whimsical, there’s a blend of character, colour and style in this brand. And it all works together beautifully, even down to the typographic styles. Elegant serifs communicate trust and quality, rounded san serifs feel young and baby-appropriate whilst hand lettered scripts bring a sense of individuality, warmth and approachability. The overall feel is cute but not too cute - there’s a definite edge which keeps things interesting, fresh and unexpected.
For the colour palette, we’ve contrasted muted, delicate summer-inspired shades with more pop-y, bright spring colours. A rich midnight blue communicates trust and stability while cornflower blue is tranquil and serene. Mint green is restful while a bright lime green is energetic and lively. A peachy-blush is nurturing and elegant whilst fuchsia pink is warm and invigorating. Primrose yellow is happy, optimistic and fun. Finally, slate grey adds a practical colour to the palette which is a soft, chic alternative to black for body copy.
The logo exudes a sense of style and whimsy. A hand illustrated hot air balloon on a background of clouds and sky provide a distinctive and memorable brand element which can so easily be applied across the brand. We love the tag line ‘drifting away’ which is precisely what every new parent hopes their baby will do when it comes to sleep! The tag line is presented in a gentle, flowing hand lettered script, creating a soothing feel. Contrasting upper case lettering with lower case keeps the overall design feeling fresh and exclusive.
Oh - and can we just take a moment to appreciate the patterns? The watercolour balloon pattern is just too perfect and the stars complete the nightime theme in a subtle yet sophisticated way. Aren't they beautiful?