Minikidi Kid's Boutique Branding

Minikidi is a conceptual passion project I created in 2020. My goal was to design a playful + contemporary kid’s boutique brand. This project was a great way to showcase my kid’s lifestyle brand skills and attract clients who would like their kid’s lifestyle brand to be in a similar style.

The brand’s mission it to spark imagination and wonder in a playground of colorful apparel, accessories and toys.
The why behind the brand is for kid’s and mom’s to feel inspired in a shop where they are free to be themselves, feel happy and use their imagination.
The goal of the identity design is to attract a demographic of mom’s to want to shop for their mini ones in a playful and contemporary boutique to match their style.

Brand Profile & Purpose

Minikidi is an eclectic, playful and stylish kid’s boutique for the cool moms and their mini ones. This brand sparks imagination and wonder in a playground of colorful whimsy. Play, shop, dream and explore under the Minikidi rainbow.

Muted rainbow colors paired with soft neutrals and fun shapes allude to a playful yet contemporary kid’s brand.

Design Concept & Direction

Muted rainbow colors and fun patterns symbolize the playfulness of this kid’s brand. The overall look of the brand attracts kid’s who want to play and shop in the store. Mom’s - who are the paying customer ;) are also attracted to the brand because it stands out as an elevated kid’s boutique with a certain aesthetic that aligns with their lifestyle.

Colorful typography is very popular and trendy with kid’s boutique brands. The selected color palette and icons help differentiate this brand and make it stand out as more recognizable among competitor brands.

The “cool mom” aesthetic combined with “classic kid” playful vibes makes the perfect kid’s boutique brand identity created for the purpose of attracting kids and their moms to want to shop at Minikidi.

Logo Explanation

The primary logo showcases a primary color rainbow with a chunky colorful font. The colors and fonts allude to a juvenile brand, but also looks like a contemporary boutique.

The secondary logos are different formats of the primary. One features a double rainbow with no subtext to emphasize play and the other is just typographic.

The submark logo (iiii) is the four i’s pulled out of the name Minikidi, which also represents four mini kids :)

Website Design

A landing page was created for the brand and the goal was to make it as playful and fun to shop online as it is to shop in the store. Curiosity and wonder guides the customer across the site. Brand colors, elements and fonts are consistent throughout the design and elevated, colorful photography stay on brand.