Childrenswear brand built for e-commerce

We partnered with a new premium childrenswear brand to create its identity before launching in Australia and New Zealand. The market was already full of established names, so this new brand wanted to set itself apart by offering clothing that is modern yet practical for everyday families and a little bit different from everything else. Sustainability mattered too, particularly using responsible fabrics.

The brief was about creating a brand with long-term global potential, including plans for international expansion and new product categories. The brand strategy research showed an opportunity to position Yes Mila between luxury and affordable. We then designed a visual identity to support a spring 2025 launch and the bigger goal of becoming a global retail brand.

The result is a flexible brand that works across online, retail and future product lines. A playful "Yes" concept drives the messaging, celebrating real parenthood, from Yes messy and Yes chaos to Yes Mila.