Building a new brand at scale
stores at launch
The Allkinds logo features a dynamic dot of the letter ‘i’ which becomes a symbol that we are all different, ever-changing, ever-exploring, and ever-growing. The letterforms of the logotype are in minimalist, gender-neutral design, and drawn to be friendly and inviting.
Dynamic dot in use
Across the Allkinds packaging system and signage, the dynamic dot of the logotype comes to life to create all kinds of options and ways to express and shop what you love. Because growing up is about trying things out: one day you're this, the next you're that—it's all good as long as you feel good. You're confident. You're having fun. You're Allkinds.
Building fragrance worlds (and a non-gendered experience)
Allkinds carries 6 signature bath & body fragrances, which assemble to create the core 'Allkinds rainbow' brand color palette. We concepted and developed these six fragrance worlds from naming to fragrance notes, and worked to make them non-gendered. Whether you love sports or love sparkle: it is our belief that we should support kids & teens enthusiasm for that, no matter what gender. We didn't divide the Allkinds store into a ‘girls’ and a ‘boys’ section– we leave it up to kids choose. There’s something for everyone, and within these interactive fragrance worlds and different personalities: we encourage all to have fun finding their favorites.
We named each and every one of Allkinds' hundreds of launch products. Heres just a few favorites, from product categories to fragrance & flavor.
Brand Value Stickers
We strategized and developed five core brand values for Allkinds, which we brought to life with illustrator Paulina Ho and later animated in-house. These brand values help to give Allkinds a kid-friendly and fun way to share core beliefs and value propositions, such as 'No Gross Stuff'.