Rose pour les Garçons (Pink for boys) is a new French eclectic clothing brand aimed at toddlers and babies. Their style celebrates the playful, unconventional, artistic and “mischievous” aspects of being a kid. We approached the project by focusing on the personal background of the two women creators of the brand: their multicultural, artistic, eclectic and playful vision. The chosen theme took its roots from the Venezuelan tradition of the Dancing Devils of Yare: a ritual performed by “dancing devils” who perform in the public squares and wear colorful red garments and masks.
The result was a graphic brand comprised of abstract, simple forms that can be worn together, rearranged or used separately, very much like a kid’s game. In developing the identity system we used these forms as the basis for the design system as a whole.