Principle | Brand & Design Agency | Dublin, Ireland


Imagination at Work

We were appointed to create a brand identity for Mini Home by Woodie’s; a new homeware collection created especially for little ones. The range is perfect for any modern playroom, bedroom or nursery with child-sized furniture, cute animal prints, nursery décor, toy storage solutions and whimsical wall art. With a nod to Scandinavian style furniture, it’s is part of Woodie’s expanding trend-forward own brand offering.

The identity needed to be adaptable to an expanding product line and simple enough to be easily rolled out by multiple packaging and product suppliers.

With this in mind we set about creating a flexible suite of naive style illustrations that would reflect the lively feeling of fun and playfulness that children bring to the centre of any family home.

Childlike Twist

The hand-drawn illustrations, created in-house, are of products included in the collection; with the addition of a couple of animal characters to mirror the cute creatures featured on patterns and prints within the range. To create a childlike twist, each object has been portrayed with a simple flat rendering style and a rudimentary sense of perspective, using very basic shapes and lots of colour.

Purposefully Unpolished

Similarly with the logotype – we embraced the unpolished look with hand-drawn diverse letterforms to create a sense of spontaneity. Despite the convivial assets the implementation of the brand is purposefully punchy and bold creating an intentionally simple look in a way that can appeal to both children and parents alike.


Lifestyle interior photography by Doreen Kilfeather with creative direction and styling by Orla Neligan at Corner Shop Productions.
Let′s build a great brand together.