The Pumpkin Baby

A character-led visual identity for a children’s clothing brand

Industry

Children’s Clothing · Retail · Consumer Brand

Services Delivered

Visual Identity Design · Character Design · Typography System · Brand Applications

The Challenge

The Pumpkin Baby was conceived as a cheerful clothing brand for children — playful, warm, and full of personality. 

But for a brand aimed at both children and parents, visual appeal alone wasn’t enough.

The challenge was to create an identity that could:

• Feel joyful and approachable without becoming chaotic

• Appeal to young audiences while reassuring parents

• Remain consistent across clothing, packaging, retail, and merchandise

• Scale as the brand expanded its product range

In essence, the brand needed playfulness on the surface, supported by structure underneath.

The Approach

We approached The Pumpkin Baby as a character-first brand system, not just a logo.

Every design decision — from illustration style to typography and color—was built to work together as a cohesive, repeatable system.

Our focus was on:

• Strong visual recall

• Controlled playfulness

• Consistency across varied applications

The goal was simple:

 Create a brand that feels fun instantly, but stays organized as it grows.

Character & Logo System

At the centre of the identity is the Pumpkin Baby character — friendly, expressive, and instantly recognizable.

We developed:

• A clearly defined character with consistent proportions

• Multiple logo variations (primary, secondary, circular, and badge formats)

• Clear spacing and construction rules to maintain balance across layouts

This allowed the character and logo to adapt easily across signage, packaging, apparel, and print without losing clarity or charm.

Typography System

Typography played a key role in shaping the brand’s voice.

The type system was designed to feel:

• Rounded and friendly

• Easy to read across sizes

• Playful without feeling decorative or messy

A bold, characterful primary typeface was paired with a clean, legible secondary font to support longer text and functional use cases.

This balance ensures the brand feels approachable to children while remaining clear and trustworthy for parents.

Colour & Visual Language

The color palette is bright, warm, and expressive — drawing inspiration from childhood play and everyday joy.

Key characteristics:

• High-contrast, energetic colours for strong recall

• Balanced combinations to avoid visual overload

• Consistent illustration and pattern language built around brand motifs

Together, these elements create a visual language that feels lively, cohesive, and unmistakably “Pumpkin Baby”.

Brand in Use

The visual identity was applied across a wide range of brand touchpoints, including:

• Clothing and apparel

• Packaging and boxes

• Tags, labels, and stationery

• Merchandise and promotional materials

Each application reinforces the same brand personality — cheerful, friendly, and consistent — while allowing flexibility across formats and products.

The Outcome

The Pumpkin Baby launched with:

• A strong, character-led visual identity

• A clear typography and colour system that scales across applications

• High recognisability through consistent use of character, type, and colour

Most importantly, the brand feels playful by design, not by chance — built to grow with its audience while staying visually coherent.

Addis Studio’s Role

We didn’t just design a logo or a mascot for The Pumpkin Baby. 

We built a complete visual system — one that balances fun with structure and allows the brand to show up consistently across every touchpoint.

A joyful brand, thoughtfully built from the inside out.