The logo is a bespoke, hand drawn word mark inspired by a whimsical fairytale aesthetic. The idea is that it could be seen on the cover of an antique book. Its design allows it to work alongside custom illustration and also animated for use on the web and in social media.

The identity focuses on a whimsical style and is backed up with a lightharted illustrative style. Each illustration can be rearranged to create unique and bespoke patterns depending on the design requirements. The colour pallette and typography were chosen to amplify the sense of whimsy and carry the tone of voice through every aspect of the brand.