Cordelia & Co.

The goal was to create a branding system for an online toy store that offers high-quality and organic toys for babies and toddlers. The store focuses on minimalist, Montessori-style toys emphasizing simplicity, learning, and safety. The branding should reflect a modern yet delicate aesthetic, appealing to new parents who value thoughtful design and safe, sustainable materials for their children.

Objectives:

Modern, Minimalist Aesthetic: Develop a clean and minimalist brand identity that complements the simple, natural design of the toys.

Appeal to New Parents: Create a soft, approachable visual language that speaks to new parents looking for safe, high-quality products for their babies and toddlers.

Emphasize Safety and Quality: Highlight the use of organic and safe materials in the branding to build trust and communicate the store's commitment to child safety.

Reflect Montessori Values: Align the branding with Montessori principles—focusing on learning through play, simplicity, and fostering independence.

Key Elements:

• Logo & Typography: A simple, modern logo that feels gentle and approachable, paired with a versatile and dynamic display font that blends geometric precision with playful, quirky details, giving it a contemporary yet approachable feel.

• Color Palette: A muted, natural color palette (e.g., soft pastels, earthy tones) to align with the organic nature of the products and create a soothing, inviting feel.

• Visuals & Imagery: Imagery that emphasizes simplicity, showing toys in natural environments with minimal clutter, allowing the products to take center stage.

Tone & Feel:

• Delicate yet modern.

• Warm and trustworthy, appealing to parents seeking the best for their children.

• Clean and minimalist to mirror the simplicity of the toys.

Target Audience:

• New and expecting parents.

• Caregivers interested in Montessori-style, eco-friendly, and educational toys for babies and toddlers.

Brand Personality:

• Nurturing

• Modern

• Safe

• Organic

The branding process focused on balancing the client’s vision with the minimalist nature of their product line. Initially, the client wanted a playful, colorful look with friendly dinosaur graphics to appeal to both children and parents. These elements were to be used on the packaging and website.

However, most of the toys were simple, Montessori-style products that emphasized natural materials and educational value. This contrast between the playful graphics and the minimalist toys presented a challenge. My goal was to create a brand identity that reflected the simplicity and quality of the toys, while still incorporating the client’s request for a fun and engaging aesthetic.

Reassessing the Visual Direction

Noticing the contrast between the playful dinosaur theme and the minimalist products, I proposed a more refined approach. Instead of using multiple bright colors and complex graphics, I focused on a single cohesive color for the logo and packaging. This minimalist approach better aligned with the toys' natural, organic feel and appealed to parents seeking simplicity and quality.

Palette Refinement

I refined the color palette by limiting the use of color on the packaging to maintain a minimalist, elegant feel. Instead of the client’s initial colorful vision, I chose a single, soft color for the logo and packaging to reflect the brand’s focus on natural materials and Montessori principles.

For the website and social media, I incorporated more of the approved colors, bringing in the playful energy the client wanted, but in a balanced and controlled way.

Logo and Packaging

The logo was kept clean, simple, and modern, using a single color from the palette to maintain consistency with the minimalist style of the toys. Packaging was designed to be understated, with minimal use of graphics and text, creating a sense of elegance and sophistication that aligned with the high-quality Montessori toys.

Final Refinements

Throughout the process, I maintained close communication with the client to ensure their vision was met while staying true to the brand’s core identity. The final result was a branding system that appealed to both the playful spirit of children and the modern, design-conscious sensibilities of new parents. By carefully balancing color, graphics, and simplicity, the brand became a perfect reflection of the company’s commitment to quality, safety, and creativity in early childhood development.

In addition to the branding and design work, I was also responsible for the photography of the toys. I aimed to capture the minimalist and organic nature of the products by using soft lighting and natural settings that highlighted the quality and craftsmanship of each item. The clean, simple compositions allowed the toys to shine, reinforcing the brand’s focus on safe, natural materials and Montessori-inspired design. These images were used across the website and social media to create a cohesive visual identity that aligned with the brand’s overall aesthetic.

Illustrator

Photoshop

Squarespace

Digital camera and studio gear