branding.

Kikker. by MUD Jeans

I was assigned with creating a sub-brand for MUD Jeans - a Dutch denim brand - while working in a duo. After conducting a thorough brand analysis, we identified a new possible target group and developed a brand book for our concept.

"Our mission is for the fashion industry to be driven by circular production and conscious consumption. We pioneer with jeans by taking positive action, being transparent, and supporting sufficiency." - states MUD Jeans. They prioritise comfort for environmentally conscious individuals, offering a unique leasing model that fosters a community of customers committed to sustainability.

To align with this attitude and attract a new customer base, we chose to target eco-conscious Amsterdam moms seeking convenience.

read full brand book

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Furthermore, I created a digital prototype of the sub-brand's e-commerce website, utilising Figma.
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Throughout the project - even though i was mostly responsible for writing the content - I honed my skills in Adobe Indesign and Illustrator, while also improving my analytical and conceptualisation abilities through consumer research. This experience emphasised the importance of understanding customer needs and conducting thorough research into their concerns and aspirations.

concept of the e-commerce website:

Kikker’s website is a mix of playfulness and convenience.
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Our colour palette consists of dark blue (a nod to our mother brand, MUD Jeans) and forest green (to represent our love for nature and the inspiration for our name: frogs). We also include some other pop of colours that include deep red and muted orange.
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Although we want to convey our playful, and a bit mischievous attitude through our visuals we don’t want a childish website. We want to appeal to our target group by a modern and unique website design, for example by having a full screen layout with a simple video on the homepage, rounded corners for imagery and elegant but simple sans-serif fonts. However, we’d like to stick to two or maximum 3 fonts to keep our website sustainable - one of our main commitments and values.

We aim to include a bit of playfulness with interaction, for example texts changing colours when hovering over buttons or pages switching automatically when slightly scrolling with mouse. Even though our website is essentially for the mothers we want to offer something fun for the kids too: a little guide for the best spots for a trip with the little ones in the nature in the Netherlands (this would be linked to products / product images that were taken in these locations).
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As our goal is to facilitate our moms’ life, we focus on adding features that are time-efficient and practical, for example an intuitive, structured layout, making shopping quicker by offering a ‘quick add’ function to the products page or being able to shop products directly from the home page.