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ESTD 2014
MUMBAI BASED
INTENT
A love letter to
spontaneity of
childhood
CLIENT
SOMERSAULT
YEAR
2022
POSITIONING STATEMENT
A brand designed around a child's instinct to explore, to learn and to have fun, all with a sense of playfulness, comfort and style.
SERVICES
NAMING | IDENTITY | BRANDING | CUSTOM TYPE DESIGN | BRAND VALUES | PACKAGING DESIGN | VISUAL & VERBAL LANGUAGE | COMMUNICATION PEGS | BRAND TYPOGRAPHY | BRAND MANUAL
THE APPROACH
Borrowed from childhood
Flip. Tumble. Somersault. Repeat! What if a balloon did a somersault and became different animals imagined by kids? Each one represents a special unique personality. How a single balloon can be made into any creature and form. The illustration language is inherently creative and engaging and has a great recall factor.
THE NAMING
Anyone else have a baby who is trying to do somersaults? Children as young as two-year-olds naturally go into Down Dog Pose. This innate desire to be upside down is your child learning to regulate their central nervous system. Being upside down provides the sensory integration children need to help regulate their behaviour and bodies. Hence, the name ‘Somersault’.
NAME
Playful, soft, industrial experience, nuanced understanding, constantly evolving, a smart brand identity, inspired by the tubular form of a balloon.
SPRING
The spring action in the identity brings focus on the expertise behind development of every product. Active, energetic, dynamic, technical skill.
BALLOON ANIMAL
Signifying growth, is friendly, a mate, a buddy, and nostalgic.
The customised type used in the identity, was developed especially for the brand to highlight constant growth a child makes with every step and somersault.
PLAYFUL
ORGANIC
ACTIVE
FRIENDLY
Meet Our Balloon Squad! An entire balloon animal world of buddies dedicated to care for your child’s clothing needs , as they grow and play. This was a unique way to illustrate the brand’s value system. Each character represents an attribute the brand showcases through its apparel. The colour palette and playful visual language aids the child to slide into the brands approachable, warm world full of buddies.
BRAND EXTENSION
A custom typeface was created using the shape of the inflated balloon, to carry forward the spirit of the brand in our communication. Each alphabet showcases a spring, symbolising the somersault action, representing progress, growth and adaptability of the brand and its products.
BALLOONS OF PURE AWESOMENESS
Garments that are practical to fit the needs of newborns, toddlers and their parents alike
Functional and intelligently designed garments without compromising on the style front
EXPERTS AT PLAY
FOUNDED BY PARENTS
Built by five parents, who are passionate about flair, comfort and safety of the kids
THE PACKAGING
A creative and engaging packaging concept for Somersault that aligns well with the brand's values and target audience. Using a growth chart and balloon animals as visual elements not only adds a playful touch but also reinforces the idea of evolution and adaptability, which are key aspects of the brand's ethos. It's a thoughtful way to connect with consumers, especially parents, by conveying the message that Somersault is not just a product but a companion that evolves with the child's needs. This approach contributes significantly to building brand loyalty and creating a strong connection with your target audience regardless of their age.
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