Branding for KINDER WEAVES
The company was established under the name ‘Harsha Garments’, with ‘Harsha’ derived from the name of the owners’ daughter. The term ‘Harsha’, originating from Hindi, signifies ‘joy and happiness’, aligning with the company’s mission to craft joyful childhood memories and evoke smiles from children and parents alike.
After three decades of establishing itself as a prominent entity in the city of Kanpur, India, the company endeavored to expand its presence into the digital domain. With a notable legacy, the company sought to adopt a stronger brand identity to effectively communicate its narrative and elevate its authentically Indian brand to global standards and reach.
In instances where the product and company exhibit robust qualities, the role of branding extends to illuminating these strengths to external audiences. Consequently, this project was conceived to establish the company’s new identity as a children’s lifestyle brand and to cultivate a cohesive brand image across all touchpoints, encompassing brand strategy, visual elements, narratives, language, and photography.
Brand Naming
Our team engaged in a specialized brand naming workshop to select the brand’s name. Our objective was to devise a brand name and identity that would appeal to both children and parents. Following thorough deliberation, the name ‘Kinder Weaves’ was ultimately chosen and finalized.
The name ‘Kinder Weaves’ suggests inclusivity and warmth, welcoming children of all backgrounds and ages. It creates a sense of community and belonging, appealing to parents who seek clothing that reflects their values of kindness and acceptance.
Brand Tagline
Creating a tagline for the brand with a long history can help reinforce the brand’s identity and values. The tagline we created ‘CREATING MEMORIES, STITCH BY STITCH’ conveys the experience and trustworthiness of the brand that has been in business for almost three decades and also reflects the brand’s heritage and commitment to providing excellent clothing for kids.
Brand Identity
A distinctive and unique badge-style logo was crafted for the brand, comprising the brand name, tagline, year of establishment, and a bird emblem as the primary logo element.
A bird logo can effectively connect to a kids’ clothing brand by tapping into themes of freedom, playfulness, exploration, nature, growth, and vibrant aesthetics, creating a memorable and engaging brand identity that resonates with the target audience.
Brand Design System
The design system we devised for the brand ensures a uniform and cohesive brand identity across various media platforms encountered by consumers, encompassing packaging and print design in offline environments, as well as digital touchpoints in online environments.
Brand Iconography & Patterns
We conceptualized and designed the Unique Selling Propositions (USPs) of the brand, which were visually represented through motifs inspired by fabric patchwork or badges incorporating illustrated icons framed by a sewing pattern of running stitches.
Likewise, brand patterns were also developed which could help maintain visual consistency across various brand touchpoints, including packaging, marketing materials, and digital platforms. Patterns can be used as a powerful tool in visual brand identity, offering opportunities for consistency, distinctiveness, storytelling, and brand extension. When used strategically, patterns can reinforce brand identity and create memorable brand experiences for consumers
“I had a vision of making a clothing brand for kids. The destination was clear, the path
was blur.
On reaching out to people, the only suggestion they had was to make a good logo and a good presentable brand. Upon discussing with people, all of them suggested various agencies in Mumbai and Delhi, but they were way out of my budget and the ones in Kanpur were out of ideas.
Then I got a suggestion of Roshni and her firm ‘The Timeless Clan’, which turned out to be a blessing. Her ideas were very different and her nature was very warm which could bring out my expectation in the form of her excellent work. She was never short of ideas and her enthusiasm for the new project was a feature that gave me confidence for my project.”
– Honey Nanakshahi, Founding Partner, Kinder Weaves