building kids brands children love
and adults believe in
Brandlings is a branding studio with one singular focus: crafting identities for the brands that children love. We believe that great kids' branding isn't just cute — it's considered, strategic, and built to grow alongside the families it serves.
From bold start-ups entering the nursery market to established toy companies refreshing for a new generation, we bring warmth, rigour, and a deep understanding of what resonates with children and the parents who buy for them.
Based in London, we work with founders and marketing teams globally. Every project begins with listening — to the brand, the product, and the kids.
We offer naming, visual identity, packaging, illustration systems, and brand strategy. Small team, big ideas, lots of primary colours.
Every project starts with a simple question: who are we really designing for? In kids' branding the answer is almost always two people — the child who wants it, and the adult who buys it. Our process is built around holding both in mind at the same time.
We begin with listening. Brand audits, competitor mapping, and — wherever possible — time with actual children. Real play-testing, real feedback, real insight. We don't guess what kids respond to. We find out.
From there we move fast. Naming territories, visual directions, character explorations — all within the first two weeks. We believe in showing work early and often, so nothing gets too precious before it's been challenged.
The final stage is always about systems. A great kids' brand isn't just a logo — it's a world. We make sure every touchpoint, from packaging to digital to retail, tells the same story with the same energy.
A physical picture book prototype exploring how bedtime reading can become a more playful, shared experience between parent and child.