A brand that combines in-house production with the curation of international labels. The key challenge was to highlight this duality: an author-driven approach and openness to global fashion. The identity needed to work equally well for the brand’s own collections and for presenting international brands, while maintaining a cohesive visual system.
The project began with research into the children’s and teen fashion market, competitors, and audience expectations — both kids and parents. Through two strategic sessions, we defined the brand’s positioning and character. Based on this, three identity concepts were developed, and together with the client we selected the direction that most accurately reflects UNION kids — modern, open, and flexible for growth.
