Fashion · Kidswear · 2024
Yebbow
Rebranding for Yebbow, a Mumbai-based kidswear and twinning label working with vibrant hand block prints on 100% mul cotton.
The brief
Where it started.
Yebbow had a beautiful product, hand block-printed mul cotton clothing for children and twinning sets for families, but a brand that did not quite carry the joy of the work. Founders Dimpy Mordani and Tanvi Seth wanted an identity that felt as playful as their prints and as soft as their fabric, without falling into the cliché of bubble fonts and primary colours that most kidswear defaults to.
Strategy & positioning
The thinking.
Childhood joy, not childishness.
We anchored the brand to the imagination of a six-year-old, vivid, slightly chaotic, deeply sincere, rather than to the parent's idea of what a kid's brand should look like. The result reads playful to children and considered to the adults actually buying.
A wordmark with a wink.
The Yebbow logotype hides a small bow inside the double-b, a quiet visual cue that ties back to the name and gives the brand a single ownable detail that scales from a hangtag to a hero banner.
Twinning as a category, not a gimmick.
Twinning sets sit at the heart of the catalogue, parent and child, sibling and sibling, so the brand system treats them as a first-class category with its own navigation, photography direction and storytelling, rather than as an add-on collection.
Identity & visuals
How it looks.
A warm yellow brand colour pulled from the founders' description of childhood as sunlight, paired with hand-drawn type, generous white space and product photography that lets the block prints carry the visual load. Packaging, swing tags and storefront art direction were built so the prints stay the loudest thing in the room, with the brand quietly framing them.
Outcome
One brand, three fibres,
one front door.
100%
Mul cotton, kept as the product hero
2
Founders, one shared visual language
1
Rebrand carried across product, packaging and web
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