Designing a new retail entrant

Located in the heart of Abu Dhabi, Children’s Lane is a family run business that preserves the refined elegance, timelessness and tradition of a bygone era by creating loving environments steeped in luxury that families would cherish for years to come. The boutique offers exclusive furniture collections ranging from bassinets, cribs, beds, changing tables, dressers, armoires and other petite furnishings.

Jpd was approached to define the brand’s identity and positioning that would clearly differentiate the brand from the mainstream retail children stores within Abu Dhabi. The team embarked on an extensive brand exploration phase through personal interviews and desk research, to learn and understand the new brand and future growth goals. Based upon the exploration phase, the brand positioning – ‘A Family Journey’ was identified and served as a creative direction for the Brand Identity and Visual Language.

Jpd developed a design system, collaterals, packaging, content as well as the website.

Scope of Project

Brand Research & Analysis / Brand Strategy & Positioning / Brand Identity / Brand Look & Feel / Brand Touch-Points & Marketing Collaterals / Retail Packaging / Retail Signage / E-Commerce Web Design & Development / Social Media Styling / Brand Guidelines


Children’s Lane Boutique




Abu Dhabi – UAE


Children’s Lane Boutique


January 10, 2019