Before designing anything or beginning to think about ideas it is wise to consider what is already created and what is the dominant ideas/ ideals within designing for children and in particular children's clothing. The most important thing to remember about designing for children's clothing brands is that the product is designed for the parent. This is the case for tumtums as it specifically states in the brief that the product should be for young and fashionable parents.
Mothercare is a lower price ranged high street store but their design is interesting to look at as it indicates what is wanted from parents. The logo itself is a soft and simple sans serif font which is something I want to use myself.
However Mama's & Papa's even though high street is a little more expensive as seen in the photograph of a singer spotted shopping at the store. The design of the website is more simplistic and easier to use and this is also put across in their bags, packaging and products. The quality of their bags is also significantly better too which is something to consider when creating my own branding for tumtums.
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