Pottery Barn Kids Catalog
Pottery Barn Kids is a thriving children’s furniture retailer with over 90 stores throughout the US and Canada. A subsidiary of Williams-Sonoma, Inc., Pottery Barn Kids has made its mark creating luxury furnishings and textiles that have delighted and inspired the imaginations of children and adults alike.
As part of an agency review, Character was approached by Pottery Barn to present brand concepts for the launch of their latest initiative, Pottery Barn Kids. The brief was simple. The brand had to immediately gain credibility and distinguish itself from the competition.
An audit of related children’s brands revealed some striking similarities among them. All the brands were focused around bright, primary colors and a juxtaposition of typographic treatments—which is just the sort of look you might expect from a children’s brand. And if the children were doing the buying, this would be an appropriate approach. Character decided to focus on the actual target audience—the parent.
Drawing on the inspiration of "infinite and timeless childhood imagination," Character began crafting an identity which subtly combined the upscale and sophisticated aesthetic associated with the Pottery Barn parent brand with soft and whimsical design elements. The resulting color palette,
classic typography, and playful imagery formed a nostalgic-styled brand identity that was instantly recognizable, unique to the marketplace and strongly resonant with parents.
The new identity was applied across a variety of applications, from packaging and business systems to store signage, hang-tags, retail collateral and gift boxes. The final deliverable was the design and production of the debut product catalog for Pottery Barn Kids.
The identity was well received, with Pottery Barn Kids continuing to use the original design elements today.