Overview
FARD is a playful kidswear brand built around the idea of comfort meeting cuteness. The brand needed a visual identity that would feel instantly approachable, child-friendly, and memorable to both parents and kids.
Design Challenge
The challenge was to create a logo that captured the innocence and joy of childhood while staying versatile enough for use across clothing, packaging, and marketing touchpoints.
Design Solution
Creative Use of Letterforms: The letter A was transformed into a playful kids’ overall (dungarees). This clever modification ties directly to children’s apparel and creates a unique, recognizable character within the logo.
Playful Typography: A custom, irregularly tilted typeface was developed to reflect the spontaneity, joy, and carefree energy of children. The quirky letterforms add warmth and personality to the brand identity.
Color Palette: Bright, cheerful colors (green, red, blue, yellow) were selected to enhance the sense of fun, diversity, and inclusivity.
Impact
The final identity communicates comfort, creativity, and cuteness in a way that resonates with parents while sparking joy for children. It positions FARD as a modern kidswear brand with a distinct, memorable personality.
