BOOGIE BEANS
Captivating Children's Wear: Boogie Beans - Potion Creative
Brand Strategy
Branding
Marketing Collateral
Copywriting
Art Direction
Social Media
OUR ROLE
TEAM
Rachel Ward
Cevana Murugan
YEAR
2021
Boogie Beans is a children's wear brand that was conceived during the challenging times of March 2020 when the world faced the unprecedented impact of COVID-19 and lockdown measures. Founded by Annabelle, a young mother, and her husband, the brand was born out of their desire to bring joy, laughter, and creativity to families and friends by offering a range of funny, punny graphics and beautifully crafted, ethically made clothing for children. Boogie Beans embodies a world of colour and celebrates individuality, encouraging children to embrace their uniqueness and parents to cherish the magic of childhood.
During the prolonged lockdown in Melbourne, Annabelle and her husband found themselves with ample time for introspection and creative exploration. Their love for humour and puns inspired them to playfully develop a series of puns based on their favourite musicians and foods. These whimsical characters resonated deeply with them, and they saw an opportunity to share this joy with others.
BRAND PURPOSE
Our purpose is to bring joy, laughter and creativity through a playful and genuine universe. We celebrate individuality, encourage children’s imagination and provide fun-filled moments for parents and children. Our mission is to spread the contagious energy of silly and childish humour that exists within all of us.
BRAND DIRECTION
Brand Vision
To grow Boogie Beans as the universal symbol of fun and pun, spreading smiles to the faces of humans and their little beans.
To fuel imagination through playful, fun, light-hearted and ethically sourced products, helping humans shake legs and share a laugh.
Brand Mission
Brand Promise
To evoke the childish silly humour present within us all.
BRAND PHILOSOPHY
Boogie Beans stands for more than just a clothing brand. It symbolises a vibrant world where diversity is celebrated, and children are encouraged to be themselves in all their unique and glorious ways. The brand's ethos revolves around fostering imagination, playfulness, and creativity, allowing parents to join their little ones on whimsical adventures. Boogie Beans seeks to create a sense of connection among parents, especially first-time parents, by providing a platform to relive cherished memories and engage in imaginative play with their children.
PRIMARY LOGO
A logo created by blending sans serif fonts and playful typefaces communicates the essence and vision of Boogie Beans.
As a leading logo designing agency, we wanted to craft a primary logo for Boogie Beans that perfectly captures the essence and vision of the brand. Our expert designers have skillfully combined sans serif fonts with playful typefaces to evoke a sense of fun and whimsy.
In the word "Boogie," we've creatively resized letters to add a touch of 'boogie' to the logo's appearance. This playful manipulation not only infuses a sense of light humor but also emphasizes the brand's distinctiveness and memorability.
Not stopping there, we've taken creativity to the next level by modifying the letter "i" to resemble a bean-like dot with negative space, cleverly doubling as a googly eye. This delightful detail adds an extra layer of charm and personality to the logo.
The other component of the logo features an even more whimsical typeface, exuding an airy, blobby, and nostalgic vibe. It's as if these elements are dancing to their tune, sparking imagination and curiosity. Whether they're interpreted as paint blobs, alphabet pasta, or musical notes in a child's head, one thing's for sure – they're unmistakably Boogie Beans.
BRAND ILLUSTRATION
Graphical elements including little accent flowers, hearts and lightning objects that can be added to designs, across imagery treatments.
Another graphic element is the word-stripe. This can be used in conjunction with imagery to express playfulness, lyrics or as stand alone on blocks of colours.
Another interesting element for the brand is the use of organic picture frames – we let the white space/negative space have a bit of fun. Like an edgy veggie these are a bit wobbly, curly and have lots of movement.
Boogie Beans is ever-changing and evolving and we see over-time new illustrations added to create a library
Our journey was a delightful adventure in creativity and passion. Drawing inspiration from the playful innocence of childhood and the founders love for humour, we conjured a vivid world of colourful characters graphics that sing. In the heart of this brand lies the essence of childhood itself—full of wonder, laughter, and magic.
RACHEL WARD, CREATIVE DIRECTOR
Boogie Beans, a heartwarming children's wear brand, stands as a testament to the power of creativity, resilience, and humor even in the face of challenging times. The brand's dedication to fostering a world of color and imagination has struck a chord with parents and children alike, making Boogie Beans a beacon of cheerfulness and inspiration in the children's fashion landscape. As the brand continues to grow and evolve, its commitment to celebrating childhood in all its glory remains unwavering, promising to touch the hearts of many more families in the years to come.
