Wanting to meet customers at their next stage of life, Brooklinen launched Brooklittles, a collection of minimal, gender-neutral baby and toddler bedding for cool, urban parents. Taking cues from Brooklinen’s visual identity, the creative direction is casual, unfussy and playful - never precious or too cutesy. The photo set shows a crib inside a larger bedroom, staying true to city-dwelling customers for whom spacious nurseries are not a reality. The styling is aspirational yet relatable.
Reaching into an entirely new category and potentially a new customer, the name Brooklittles retains the root of the Brooklinen brand name, but with a clever twist. Similarly, we wanted the logo to have recognizable ties back to the Brooklinen logo, but also have it’s own personality that embodies the playful, childlike world of Brooklittles.
We tapped NYC based illustrator Abbey Lossing to create an illustration style and toolkit. The inspiration was the idea of New York City through the eyes of a child, where animals have taken over the city to create a whimsical and wild scene - the doorman is a tiger, the taxi driver is an alligator. In the world of Brooklittles you never know what to expect.