A fictional kidswear brand
Sweet Chaos
A playful kidswear concept built around colour, personality and the slightly chaotic reality of being a kid.
The idea
A kidswear brand with a little more personality.
Brand foundations
The visual system
Sweet Chaos
The primary wordmark and supporting logo marks created for the brand.
Soft but unexpected
A playful palette built from soft blush, yellow, sage, orchid and muted teal.
Simple typography
Josefin Sans keeps the visual identity clean while allowing the colours and imagery to do more of the work.
Playful, not childish
The identity is designed to feel fun and young without relying on overly literal kids branding.
From the process
Made for the scroll.
More of the project lives on TikTok — from the initial concept through to the visual experiments, design decisions and content.
Watch on TikTok →Sweet Chaos / 01
That's the chaos so far.
Brand concept / Case study
In progress
Sweet Chaos
A playful kidswear brand made for the beautifully chaotic bits of childhood.
The idea
A little playful. A little nostalgic. A lot of personality.
The identity
The bits that make it Sweet Chaos.
A flexible visual identity designed to work across packaging, social, labels and everything in between.
Primary logo
The guidelines
All the little rules.
Logo usage, colour, typography and the visual details that keep Sweet Chaos looking consistent.
Freebie
Want to build your own brand?
I turned the Sweet Chaos process into a simple brand guidelines resource you can use as a starting point for your own brand.
Behind the screen
Built in public.
Sweet Chaos is an ongoing creative project, and I've been documenting the process on TikTok as I build the brand from the ground up.
watch the process →