Children develop quickly and so do the demands and expectations of the childrens’ clothing and apparel retail market. Gaining the attention of modern parents’ and their loyalty is not always easy and never has it been more important than in today’s dynamic markets to connect with young consumers at an early age in a playful manner whilst at the same time building a relationship with the parents. That is why Anbinni - a baby and toddler clothing company, approached Shift when they needed a change and support in building a brand identity for the future, where customers would experience something new and interesting.
Having been active inside the retail environment since 2009, the Anbinni brand has its own distinct image, the familiar character of a blue bear, and the client felt strongly about keeping this bear symbol in the new logo design. Our greatest challenge was walking the fine line between updating and completely changing the image of the bear character. Finally, we created a distinctive and dynamic bear silhouette to convey the company's modernity and vibrancy and that the rebranding is part of a living Anbinni brand; never static and with a character which comes quickly to mind in relation to a specific need or occasion and yet one which is able to change and evolve in an everchanging market.
The other key element of the rebranding was the colour. We kept the basic blue colour of the bear but refreshed it slightly. As uninhibited as the children at whom these products are targeted, we introduced a mix of extroverted colours in two different ranges - a range of bright colours and a range of pastel colours. The new set of colour schemes with a basic blue and with additional dynamic colours in light to mid tones - avoiding contrasts that are too bright or to dark give the beloved brand a more consistent and flexible design toolkit, for both traditional and digital communication.
The Anbinni brand has been completely transformed to respond to changing market conditions and in order to grow and thrive in the children's market. With the new visual identity and a playful tone of voice Anbinni is empowered to better connect with their customers and drive forward their success in this market. There is still a lot more which can be achieved as this brand seeks to grow its market share, particularly through successful marketing campaigns seeking to build strong customer relationships and brand loyalty within the children’s market.
