Popskart is a fresh entrant in the kidswear space, designed for modern parents who want their kids to look stylish without compromising on comfort, safety, or quality. When the client approached me, they had the name and a strong ambition to create a brand that doesn’t just blend into the cute-and-colorful crowd, but truly stands out with meaning and memorability.

The goal was clear: craft an identity from scratch that felt bold and playful yet premium, childlike but not childish. One that resonates with both the buying decision-makers (parents) and the end users (kids). The challenge? Most kidswear brands follow a templated path—pastel tones, generic animal icons, and a forgettable voice. Popskart had to be more than cute. It had to connect.

I started with a deep dive into the brand’s core, understanding their values, target audience, and aspirations. We wanted to capture the emotional connection between parent and child, the joy of everyday moments, and the sense of safety that comes from trust. That’s where the penguin mascot came in. Penguins are universally loved, symbolizing warmth, family bonds, and a gentle, approachable nature. This became the heart of the Popskart’s identity.

Visually, I paired the mascot with a cheerful shades of orange and beige color palette, striking enough to stand out, soft enough to feel warm and inviting. The logo system, typeface choices, and layout grids were all designed to balance functionality with fun. Every touchpoint, from packaging to tags and social mockups, was built to feel cohesive, lovable, and intentional.

This was more than just a visual project—it was full brand building. From strategy to execution, I helped Popskart translate its idea into a brand that tells a story, builds trust, and brings smiles. A brand that can grow with the child, and still stay rooted in joy.