Minimal Mae

Thoughtfully curated products to inspire a minimalist life for families and kids.

Our clients Casia and Eric have found joy in living a minimalist lifestyle for years. But one thing that wasn’t so simple for them was creating a quality capsule wardrobe for their kid. So they decided to open their own storefront filled with thoughtfully curated products for kids! Their goal is to go beyond just selling cute clothes and create a space where minimalism feels easy for families.

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Photography by Fletcher & Co

Services:

Brand Identity

Shopify Coming Soon Site

Behind the Brand

When Casia and Eric first decided to open their own kids clothing store, they knew that design was going to play a big role for them – both in the interiors of their storefront and their branding. Because when shopping for their own kid, they quickly noticed how similar all of the cute kids brands looked. The pastel color palettes, script fonts and cutesy (sometimes childish) hand drawn floral illustrations. It all seemed very repetitive and they were committed to doing things differently.

So our focus was to create a brand identity that embraced a more minimalist style and would resonate with the parents just as much as the kids.

Here are a few ways that we accomplished this:

A custom logo with playful letterforms that reference building block shapes, but still feels sophisticated.
A clever “M” monogram / pattern designed using simple building block shapes – a symbol that will feel memorable and fun for both the parents and their children.
Another “MM” monogram that uses the round humps of the letters to create a minimal illustration of a family with 2 parents and 2 kids.