Juniper is a new online boutique for baby and kids’ clothing based out of Chicago. They’re founded on the belief that kids should have the freedom to move about and explore the world on their own. Their clothes are a modern take on relaxed, bohemian style, and they wanted their brand to reflect that.
From the beginning, I knew that achieving the right balance between modern/chic and whimsical/bohemian was going to be the biggest challenge. I tackled a number of ways to meld the feeling of clean, chic, and minimalist with the feeling of freedom, whimsy, and creativity.
I created a wordmark without any additional symbols to convey a modern and high-end feel. The letters are subtly hand drawn to feel youthful and approachable.
I created a suite of hand drawn illustrations to add fun and whimsical touches where needed. The color palette for the website is limited to black and white because the product photos and illustrations bring so much personality to the brand on their own.
Since Juniper is a small boutique, there isn’t as much inventory as large department stores. The homepage helps lead customers to small collections with branded stories, while the product page is straightforward and simple for a frictionless browsing experience.