Brand identity, online store, and campaign for a kids’ outdoor lifestyle brand. A field guide, not a mood board, and a store built to match it.
Kids’ brands default to soft pastels and precious mom blog aesthetics. Sonny Days needed the opposite: an outdoor adventure brand that happens to make clothes for little explorers, bold enough to stand next to real outdoor labels.
A complete identity: the sun explorer mark, hard guardrails (no pastels, no soft pinks), navigation rules for every layout, and a voice that encourages movement. Delivered as a field guide the whole team can actually follow.
The sequence this project actually ran through.
What the business actually sells, who signs off, and the words they already use. The identity has to survive the phone call, not just the pitch.
Several directions explored, narrowed to one, then stress tested small: a favicon, a truck door, an email signature.
Palette, type scale, spacing and usage rules written down, so the brand holds when someone else applies it.
The identity taken straight into the thing that has to earn: the site, the deck, the vehicle, the packaging.
The Summer Camp Collection launch: lifestyle shoots, product cards, and testimonial creative, all cut from the same field guide.
↓Scroll inside the window to read the whole page.
The brand system holding up under commerce. Illustration, type, and colour carry from the hero into product cards and checkout without going quiet.
A kids' outdoor brand that reads like a field guide, then sells like a store.
Product claims are Sonny Days' own, stated on the store.
The store is live and the campaign runs on it.
