When children get older they want to participate in deciding what clothes to wear. This was a challenge for P.O.P., whose clothes were often seen as being too colourful and a little childish. In collaboration with P.O.P., we developed a graphic identity for older children in sizes 122–152 cms. With a new label and a separate department in the store, we created an image that older kids thought was cooler and less childish. We also conducted a campaign which was completely focused on this target market.
Polarn o Pyret is a Swedish brand that sells children’s clothes. The company believes that children should be children, and has designed, manufactured and sold clothes with a focus on play and harsh climates since 1976. Aoki worked with Polarn o Pyret for three years. During that time, our mission was to communicate the brand, both strategically and tactically, in 10 markets.