Caroline Bosmans Branding

Caroline Bosmans is a Belgian fashion designer. She's internationally known for her extravagant and edgy kids' clothing. While at Mutant™ and together with Frank Schouwaerts, Martijn Mertens was asked to design her brand's new visual identity.

The main asset found throughout her branding is the new variable and branch-serif grotesque, Caroline Bossans, which we designed from the ground up, giving personality while still allowing her designs to speak. The other assets include a bold hot pink colour, and her new icon, Shelly.

Shelly is Caroline's new mascotte. Inspired by her legacy icon and game culture, Shelly oozes boldness. It's these very lips teaching kids "While wearing Caroline Bosmans, the world is your Oyster."

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