Strategy Naming Brand Identity Art Direction Print Digital Website Packaging
ModernMinor is an online store offering design-led children’s products that don’t compromise on style. It was born as a reaction to throw-away culture and gender-specific toys and aims to promote play-based activities as an important source of learning in healthy child development.
As a start-up, we were engaged to create the brand from the ground up. This encompassed a strategic approach, naming and the creation of a visual identity / e-commerce site. Given the high design value of the carefully-curated products, the look and feel had to equally appeal to a design-literate audience. We opted for a clean, minimal design, with plenty of white space and a refined approach to typography. The result was the creation of a sophisticated brand that elevated toys to art.