Happy Kids Imports

Branding · Visual Identity · Packaging Design · Stationery & Marketing Collateral

Client Overview

Happy Kids Imports is a Brazilian importer specializing in children’s toys, gifts, and related products. They bring a curated selection of safe, high-quality, and fun items from around the world to the Brazilian market. Their brand personality is playful, friendly, and imaginative, aiming to capture the joy and wonder of childhood.

The Challenge

Happy Kids Imports wanted a unique and memorable brand identity that would resonate with their core audience—children and their parents—while still conveying professionalism for business partners. They needed:

A colorful, joyful logo that reflects playfulness
Brand visuals and icons tailored to kids, yet clean enough for professional packaging and marketing
A cohesive design system for packaging, stationery, and digital platforms
A visual language that is instantly recognizable and fun

The Brief

The main goals for the project were to:

Develop a brand identity that combines childlike charm with professional polish
Create packaging designs (shopping bags, labels) that would stand out in stores
Define a playful yet consistent color palette and icon set for all brand applications
Design stationery items (business cards, letterheads, envelopes) and digital assets to match the brand

Creative Process

Brand Research & Mood Board
I explored children’s brand trends, focusing on vibrant colors, friendly shapes, and approachable typography. The goal was to create a visual identity that would appeal to kids but still look premium to adults.
Logo & Graphic Elements
- Logo: A gift box illustration with a ribbon and shooting star, symbolizing joy, surprise, and excitement.
- Graphic Elements: Colorful icons like toys, stars, building blocks, and pinwheels to enrich the visual language.
- Typography: A playful yet legible typeface to ensure readability across mediums.
Color Palette
- Bright, energetic colors like sky blue, pink, red, yellow, and purple to represent diversity and creativity.
- Consistent usage guidelines for packaging, stationery, and promotional materials.
Brand Applications
- Packaging: Custom shopping bags with playful patterns and brand illustrations.
- Stationery: Letterheads, business cards, and envelopes with consistent patterns and colors.
- Digital Assets: Mobile-friendly visuals, icons, and backgrounds for online use.
- Imagery: Photography style guidelines with vibrant, happy, and playful scenarios.

Results & Impact

A cohesive and memorable visual identity that clearly communicates the brand’s playful personality.
Packaging and collateral that stand out both in retail settings and online marketplaces.
Increased brand recognition through consistent use of icons, colors, and illustrations.
Positive feedback from retail partners and parents, with stronger emotional connection to the brand.

Adobe Illustrator (Logo, icons, and vector graphics)
Adobe Photoshop (Mockups & imagery treatments)
Brand guidelines document for internal and external brand consistency

Tools & Technologies

This branding project gave Happy Kids Imports a distinct voice and visual presence in the children’s products market. The result is a brand that radiates fun, sparks imagination, and builds trust—both with kids and the parents buying for them.