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Little Amigos

Client
Little Amigos
strategy

Brand creation

Future scalability

identity

Character development

Visual world building

experience

Brand storytelling

Family connection

activation

Merchandise design

Launch marketing

Digital presence

Situation

Most branding projects start with a business. This one started with a name. Little Amigos was an idea for a children's playland, café and party venue that didn't yet exist. There was no venue, no fit-out and no customer experience to photograph or promote. The brief was simple but ambitious: create a brand that could become a household name. Not just a logo. A world.

Focus

Build a complete brand identity from the ground up that children would connect with, parents would trust and the business could grow into for years to come. Every decision needed to work beyond opening day and support future locations, merchandise, marketing and brand expansion.

The Approach

When you're building a brand for children, the logo is only a small part of the story. The real challenge is creating something people form a connection with.

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We started by building the foundations of the brand. The colour palette, typography, graphic language and overall personality were all developed from scratch to create a world that felt playful, energetic and memorable without feeling overly childish.

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From there, we created the Little Amigos characters. We determined what animals they would be, what they would look like, how they would interact with each other and even who they were as personalities. Each character was designed to have enough individuality to become recognisable in its own right, while still feeling part of a wider family.

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The goal was to create characters that children would love and remember, while giving parents a brand that felt considered, trustworthy and well-crafted, because if the characters work, they don't just become graphics, they become intellectual property.

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Building a Brand Before the Doors Opened

One of the biggest challenges was that the venue didn't exist yet. There was no play equipment to showcase. No café to photograph. No customers to feature. Just the plans.

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So we built anticipation through storytelling.

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We developed social content, illustrations and character-based creative that introduced people to the Little Amigos world before they could experience it in person. The marketing wasn't promoting a venue. It was introducing a brand.

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At the same time, we developed a complete visual system that could extend across every touchpoint. From coffee cups and cold drink cups through to drink sleeves, train tickets, activity tray liners, paper wraps, badges, stickers, socks, business cards and soft toys, every piece was designed to feel like it belonged within the same universe.

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The result was a brand system that could scale consistently across physical spaces, merchandise, digital platforms and future locations.

The Execution

The project included:

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  • Brand strategy
  • Logo design
  • Colour palette development
  • Typography selection
  • Character creation
  • Character naming and personality development
  • Brand tone of voice
  • Merchandise design
  • Packaging design
  • Social media assets
  • Website creative direction
  • Signage concepts
  • Launch campaign creative

Outcome

Over three years later, Little Amigos has grown from an idea on paper into multiple permanent locations, additional sites in development and a growing presence beyond its original footprint, but before any of that happened, the brand had to exist.

The project demonstrates the power of building more than a visual identity. By creating a complete brand world from day one, Little Amigos was able to launch with personality, consistency and room to grow. The brand came first.
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