ABOUT

Studio 77 was brought in to work on the branding and website design for the children’s mindfulness brand, Mindful Champs. This large project consisted of one of our signature branding packages, a fresh e-commerce website and bespoke product designs for the launch of the brand.

Project Overview:
Mindful Champs’ mission is to bring mindfulness to the lives of children, and to allow them to develop a growth mindset, discover their inner world and express themselves healthily and creatively.

Their products inspire children to foster positive, healthy, and mindful practices, resulting in the development of happy, compassionate, confident, and emotionally resilient children!

Our Brand Design Approach:
As with all branding projects, we started our brand design by deep-diving into the types of consumers that we were aiming to attract to Mindful Champs. The overall results were that we were attracting mindful, spiritual parents who want to make sure their children are learning how to control their emotions.

This prompted us to start looking into their shopping behaviours and brands that they already interacted with to see how we can best position ourselves to attract our target market.

The Logo Design:
We’ve created a playful, colourful logo for Mindful Champs. We’ve used a variety of the brand colours in the word ‘mindful’ to illustrate that mindfulness can be applied to kids (and adults!) lives in multiple ways.

We’ve used a darker, more sophisticated purple for the word ‘champs’ so that the consumer knows that we are championing mindfulness in children, whilst also keeping a sense of maturity in the design.

We used bright and contrasting colours for the colour palette as we wanted to appeal to both children and parents, by using a spectrum of colours we showcased the brand's fun and spirited side. Having a colourful brand was important for Mindful Champs, we wanted to create a gender-neutral palette whilst also giving the brand lots of variety of colours to use across socials, digital and printed assets.

Typography:
Our typographic choices for the branding design were two clean sans-serif fonts. The logo and the colours are playful, so we wanted to balance the brand out with some cleaner font choices. By combining the geometric and friendly nature of our primary font GreyCliff, and the clear slick font of Bilo, we created a contemporary typeface pairing for Mindful Champs.

Bespoke Shopify Website Design:
The website had to appeal to both the children who were going to be interacting with the journal, and also the parent/guardians who would be buying the journal for their children. When designing the website, we were focused on making the brand feel established and trustworthy, whilst also conveying the playful and mindful sides of the brand.

We ensured that we showcased plenty of the interior pages of the journals on the website design, as well as peppering the site with testimonials, reviews and the science behind why mindfulness for children is beneficial.

We also included information about the founder, Nima Patel, and her story as to why she was championing young children’s mental health. Our aim with the website design is to build trust between the consumer and the business, and by adding each of these elements, we are breaking down some of the potential sales objections.

The End Result
We consolidated the end result of the branding in a comprehensive set of brand guidelines, covering everything from logo lockups to print specifications.

These tools were created to keep our friends at Mindful Champs on top of their brand design and give it the breathing room to grow as their business expands.

Since launching the brand in 2020, we have continued to be on hand to design and creative direct product releases for Mindful Champs.