Boots mini club

Boots mini club

A big thinking clothes brand for little ones

How could we reposition Boots' exclusive children’s clothing range, with the confidence to compete with the high street's big players?

With a few of us having small people of our own, it was a timely challenge to create a bright and stylish brand that's fun and approachable yet with the gravitas to challenge the well-established competition. For mini club, we created a new identity and overarching graphic and photographic look and feel, as well as the naming, brand architecture and look and feel of their sub brands.

In addition to the overarching identities we created labels and packaging, as well as a comprehensive style guide to inform the creation of everything from point of sale and instore signage through to carrier bags. The range launched in January 2015, and is now selling well in larger Boots stores nationwide and online.

Photography: Ian Boddy

What we did
Brand identity 
Design strategy 
Marketing material 
Design toolkit 
Style guide