The Brief
Spoilt Angels was a start-up launching a range of baby essentials, from linen and towels to changing mats, blankets, cushions, and quilts. A key part of their offering was customised baby linen with embroidery, allowing parents to add a personal touch.
The brand vision was clear: create something playful, cheeky, and memorable. The target audience was modern parents and the “yummy mummy” crowd who love to pamper their babies but without positioning the brand as exclusive or only for the wealthy.
The goal was to build a brand that felt fun, inclusive, and proudly “spoilt.” The first step in achieving this was developing a logo that captured that personality instantly.
Research
We began by analysing competitors and reviewing logos across the baby products sector. This included looking closely at typography, colour palettes, iconography, and overall visual tone.
Pastel colours dominated the category. Soft pinks, baby blues, and muted neutrals. While appropriate for babies, many of these brands felt safe and predictable. To stand out, we decided to explore bolder colours that would better communicate the playful, cheeky personality the client wanted.
Typography trends in the industry leaned toward chunky, uneven lettering or handwritten styles, design choices that evoke the spontaneity and innocence of children’s handwriting. Given the broad target audience, we intentionally avoided thin or overly elegant fonts that might feel too premium or exclusive.
The research pointed us toward a visual direction built around:
Bold, playful typography
Slightly imperfect or uneven letterforms
Bright pink and blue colour cues associated with baby boys and girls
A more energetic, fun brand personality
The Ideas
With the research complete, we moved into brainstorming. We explored concepts around the idea of a “spoilt angel” by mapping keywords and imagery associated with both angels and cheeky behaviour.
Angel-related elements included:
Wings
Halos
Clouds
For the “spoilt” side of the concept, we considered ideas that conveyed playful mischief, the kind of innocent cheekiness babies are known for.
Visually, we wanted to avoid soft pastel tones and instead embrace stronger colours to reinforce the fun tone of the brand. Pink and blue remained central to the palette but in brighter, more energetic shades.
Several creative directions emerged:
A cheeky baby sticking their tongue out
A playful “baby devil” with wings and a halo
A halo combined with devil horns
The words “Spoilt Angels” enhanced with a devil tail or halo motif
Once the concepts were formed, we began sketching rough ideas on paper to quickly explore different compositions and visual styles.
Design Development
After refining the most promising sketches, we developed several digital logo concepts to present to the client. Seeing the ideas fully realised helped clarify which direction best captured the spirit of the brand.
One concept stood out immediately, a playful baby character sticking out their tongue. The design perfectly balanced the angelic and cheeky elements of the brief and captured the brand’s personality in a memorable way.
The client loved it, and so did we.
Final Result
We continued refining the chosen concept, polishing the typography, colour balance, and illustration until the logo felt confident, friendly, and distinctive.
The final logo successfully delivered on the brief:
“A fun, cheeky brand identity that celebrates the idea of spoiling your little angel, without feeling exclusive or high-end.”
From there, we produced print-ready assets, so the logo could be used consistently across packaging, promotional materials, and brand communications.
