Scope of Project
Located in the heart of Abu Dhabi, Children’s Lane opens it’s very first boutique store in Fotouh Alkair Family Mall.
The Children’s Lane boutique store came about when the founders and soon to be parents wanted to build a nursery that would nurture cherished childhood memories for their own little one. Unable to source locally within the region they turned their thoughts to their own childhood to draw inspiration, and so began a family journey to discover and collect classic and unique brands from Paris to London and afar. Children’s Lane boutique is home to that family’s quest and a place for every parent now to begin their own family journey and establish everlasting memories.
JPd was approached to define the new retail brands identity and positioning that would clearly distigush the brand apart from the mainstream retail children stores within the Emirate of Abu Dhabi. The JPd team embarked on an extensive brand exploration phase to learn and understand the new brand and future growth goals through in person interviews and desk research.
Based upon the exploration phase and brand attributes that came out of the process, JPd developed a brand position that the company would rally behind. From the completion of the Brand Strategy came the Positioning Driver ‘A Family Journey' that served as the creative direction for the Brand Identity and Visual Language. JPd created across a broad spectrum the varying aspects of the brand from print to signage and digital.
A elegant brand symbol combining the letter ‘L’ for lane and the visual metaphor of Children running along a lane was designed as well as a bespoke and uniquely crafted logotype for the English and Arabic brandmark that related to the core of the brand position which was developed.