Roméo+Juliette

Brief

Established in 1944, Aubainerie is the largest clothing retailer in the Canadian province of Québec. In the early 2000s, the Roméo+Juliette range of kids' clothes was a staple, under the Effigi brand, but over time drifted into obscurity. Twenty years later, and under new leadership, Aubainerie wanted to resurrect the brand with a fresh new look, and a more sustainable philosophy — because kids should adventure freely, without it costing them their universe. Every piece in the collection is designed in Montréal.

Solution

A simple proposition sits at the heart of our strategy for the new brand: Roméo+Juliette kids are super boys and super girls, ready for a full day of real life action and adventure. A kid’s universe is all about creativity and freedom, and superheroes are made by the path they choose, not the powers they are graced with.

The playful roundel logotype brings equality to the male/female/unisex aspect of the brand, with a subtle link to childhood games such as jump rope. The roundel is further supported by a monogram version of the logotype, plus a pair of graphic characters — symbols that acts as a visual representation of the brand name and personality. The core colour palette is bright, optimistic and modern, serving as a foundational palette that works universally across all of the brand identity. This reflects both the personality of the collection and the energy and vitality of the little superheroes who wear it.

The identity is supported by an extensive range of illustrative elements: solid shapes inspired by stickers and patches, and line details for a refined and detail-driven approach. These inject a nuanced and dynamic brand expression, with the ability to vary the level of volume and energy in the communications. The identity system allows creativity to permeate across all media, and effectively define the Roméo+Juliette brand experience — making the brand instantly recognizable.

Type: Neue Machina — Pangram Pangram, Cirka — Pangram Pangram