Gray Label is an Amsterdam based label designed by Emily Gray, for babies and kids aged zero to ten. At Gray Label, children are central to everything they do. They like simplicity in a world that is overloaded with bright colours, ‘cute’ teddies and busy prints. So the unique brand purpose is to create a calm warm world. They believe children have a primary right to be regarded and respected as the person they are.
During the growth of the brand, the need to look at the growth strategy became urgent and the question arise how can Gray Label become a lifestyle brand? Within a couple of sessions the brand-id was re-defined and ideas for new brand-touchpoints where presented. Also the website and newsletter was re-designed to support this new strategy.
Brand Identity / Brand Innovation Session