Toks Aruoture is an interior designer, and founder of Punkin Patch (now Baby Cot Shop) who we worked with in 2013 to rebrand. For some time Toks had wanted to branch out and have a website and professional identity to reflect her business as a freelance interior designer, in addition to curating a nursery design shop. Toks wanted a sophisticated and simple identity and approached us to help.
What was Toks looking for? Who were her main audience? What was her main service?
With her years of experience designing nurseries and bedrooms for babies and toddlers as well as having designed family rooms for celebrities, Toks' business USP is that she is able to create great places for your child to grow up in safely and happily & enjoy being in, that are also chic and modern, in keeping with the style of your house.
We discovered that her two audiences are:
1. Young wealthy families who are expecting their first child (wanting a chic and trendy modern nursery not a ‘mumsy’ design in their cool house or apartment)
2. Yummy mummies – wealthy families who already have one or two toddlers looking to redecorate to change their old nurseries into rooms their children can grow up in
We wanted to communicate that it’s possible to create chic rooms that children will love, and their parents will too. Beautiful design meets practical function.
For the design, we had a clear concept - to work Toks' initials into a geometric pattern, that itself could look like a fabric or wallpaper design.
We created three options. In the first we continued the interiors analogy in a subtle way – the letters themselves are designed to slope into each other to resemble the outline of a house; the line atop the T and the sloping A forming a ‘roof’
Logo design – Route 1
Design progress – Route 1
Route 2: Similarly, for this route we used the initals TA but in a far more abstract way. The look is modern and simple and can be softened with the colour choice.
Taking the process of abstracting the initals to an exteme, we ended up with a symbol logo mark which would be easily recongised, without being obviously a contraction of TA.
The Chosen route
The client chose to move forward with Route 2.
To soften the look slightly we decided to round off the corners on the graphic and opt for company name to appear in lower case.
We presented the client with a variety of colour options, including blue and turquoise but in the end it was the taupe that came out as favourite.