With the desire to have an own label brand with the gravitas, quality and confidence to compete with other successful high street retailers, Boots approached Together Design to reposition Mini Club – to create an approachable, unisex, children’s fashion brand that is bright and stylish, with a real sense of fun.
Our work with Boots has included the strategic repositioning of Mini Club, delivered through a new identity and an overarching look and feel for the brand. As well as the brand architecture, we applied the same approach for the sub brands within the range. All Dressed Up, Bowes & Arrows, Miniclub Baby and Miniclub Tiny Treasures all sit under the core Mini Club brand which includes every day fashion for children, party wear, baby accessories and gifting.
In addition to brand identities for the core brand and sub brands, we have created labels and swing tags as well as a comprehensive Mini Club styleguide to inform the creation of POS and carrier bags (their first dedicated for Mini Club). Our work also involved a photography styleguide for direction and styling of future shoots, now successfully embraced and beautifully delivered by the team at Boots.
Mini Club, launched in January 2015, it is now in stores throughout the UK.