Nurturing curiosity
We defined the brand’s values and personality traits, and crafted the brand ethos – “nurturing curiosity” – which underpins the whole identity.
The new brand was designed to appeal to the key educational decision makers – mothers aged late 20’s to early 40’s. Inspired by the brand name, the identity reflects the company’s ecological credentials and their focus on the outdoors. A secondary ‘scribble’ device demonstrates a fun, playful and curious personality whilst maintaining the grown-up, premium aesthetic that will best resonate with the affluent target audience.