The Cotton Tale
Baby Clothing Rebranding
The Cotton Tale emerged the e-commerce world stronger with a refresh brand name and concept!
The concept of the new name came from bunnies as they are a symbolism of liveliness and joy. The word play of ‘tail’ to ‘tale’ reflects the brand’s selling point of ‘Each Clothing Tells a Unique Story”, with prints illustrated by local artists and designers.
Art Direction | Brand Identity Design | Collaterals Design
Rebranding: Why is it important?
In competitive industries, rebranding can help a company stand out from the crowd. A fresh and innovative brand can attract new customers and retain existing ones, giving the business a competitive edge.
Previously Anak n I, the home-grown baby clothing store has rebranded to The Cotton Tale. Growing up in Singapore and being exposed to many cultures and languages, the founders named the brand ‘Anak' which means 'Child‘ in Malay language. However, not many people understand the word ‘anak’ as it isn’t a frequently used word. Anak n I offers a wide range of clothes but didn’t have an anchored direction of design as well.
Logo Concept:
A bunny is hand drawn to provide the element of authenticity. Hand drawn line art style also gives a playful, soft and welcoming feeling. The bunny is the perfect personification for the brand in two aspects: the word play of ‘cotton tail’ and the liveliness of a bunny. Bunnies also symbolise imagination that is synonymous with the brand traits of creativity and imagination. They are adorable and cuddly creatures, which is what The Cotton Tale aims to be to connect with its audience.
Purple is often associated with creativity, while turquoise inspires self-expression. When these colours are paired together, they ignite imagination, which is what the brand believes in! Imagination aids in the development of social, emotional, creative, physical, lingual, and problem-solving skills in children who are the brand users. Contrasting the palette with warm secondary colours adds liveliness to the brand palette.
The Cotton Tale brand illustrations are hand drawn to resemble children drawings that reflect playfullness, creativity and imagination!
