BRANDING. Harlequin Kids.

Harlequin Kids, Australia’s leading brand for children’s backpacks and school accessories, was ready for a refresh. Much like its core audience, the brand had grown up, and it was time for the identity to reflect that evolution. The goal was to introduce a more sophisticated colour palette and elevate the overall aesthetic, while still capturing the playful spirit that makes Harlequin Bags so distinctive. The refreshed look strikes a balance between vibrant energy and a more refined visual language, ensuring the products continue to stand out while appealing to both kids and parents alike.

Harlequin Kids Brand Style Guide title page, showcasing the new brand colours and kids modelling the backpacks.
Harlequin Kids Brand Style Guide collage displaying 9 pages.
A page from the Harlequin Kids Brand Style Guide showcasing the photography style, featuring children modeling the products.
Harlequin Kids brand style montage showcasing the new colour palette and photography style.
Harlequin Kids branded point-of-sale packaging bags feature a bold red design with a large white star and the playful phrase 'FUN STUFF' printed across it.

My Role

Art Direction
Re-imagining the brand with a more contemporary aesthetic while maintaining a connection to its legacy identity.

Brand Guidelines
Developing comprehensive brand guidelines and a digital asset library for both internal and external stakeholder use.

Brand Templates
Designing and creating brand templates to ensure visual and tonal consistency across digital, print, and event communications.

Software & Tools
Adobe Illustrator | Adobe Photoshop | Adobe InDesign | Canva | Klaviyo

Visit Harlequin Kids →

Next

DIGITAL. Harlequin Kids