DEKIDS

Creating a playful
and sustainable
fashion brand

Background

Dekids was founded in 2021 by Evi Deutch, an energetic mama of three boys. Knowing that the future generation deserves the best, Evi created a sustainable, ethical, and slow fashion online brand for all chic mamas and their little ones. Dekids quickly became a successful e-shop, and I am glad to have played a part in building this lovely brand.

Designing
a colourful
minimalism

The challenge was to create a playful yet minimalistic visual identity. I built the brand around a bold logotype inspired by a rainbow, symbolizing the fusion of nature and playfulness. To add an extra touch of fun, I modified the letter 'e.' The color palette is crafted from vibrant yet earthy tones.

Introducing
a playful
icon system

The secret ingredient to maintain this visual identity as simple yet fun is the use of icons. They infuse liveliness and serve a functional purpose too. It was essential to categorize various types of products, especially on social media, these icons proved to be a great help. Additionally, they can be used as independent illustrations.

"Buy less, choose
well, make it last."

These wise words of Vivienne Westwood serve as the mantra for this brand. In addition to offering curated sustainable clothes, Dekids provides pre-loved second-hand treasures. To distinguish this service,
I dedicated the color green to the products that are even more eco-friendly. 

Client

Evi Deutch

Brand Design

Veronika Holíková

Fashion Photography

Marie Bartošová