Naming, visual identity, and graphic system for a bold and playful children's clothing brand.
Naming, visual identity, and graphic system for a bold and playful children's clothing brand
In 2020, SAINT MALE launched a new challenge: to create a dedicated kidswear line with its own personality, while still remaining connected to the original brand’s spirit. That’s how Petit Saint was born—a brand designed to accompany little ones in their development with energy, style, and imagination.
The goal was clear: to build a brand that spoke to adults—the ones making the purchase decisions—while representing a world of creativity, play, and bold expression for children. Petit Saint doesn’t seek to disguise or decorate, but rather to authentically support kids as they explore, play, and grow.
The name Petit Saint ties back to childhood (“Petit”) while preserving the essence of SAINT MALE—with its values of boldness, honesty, and uniqueness.
The visual identity features a bold sans serif typeface in all caps, in solid black, forming a clean and timeless mark. The graphic system was enriched with supporting stamps and three illustrated universes: Cosmos, Jungle, Nautical.
These visual worlds, illustrated by artist Mek Frinchaboy, were implemented across all packaging and brand touchpoints: shipping bags, boxes, hangtags, inserts, stickers, tissue paper, labels, and even a branded puppet. Each universe was designed to support different collections and seasons, allowing the brand to evolve with a rich, imaginative storytelling framework.
The result is a brand with both character and tenderness—one that’s unafraid to break the mold, yet always feels familiar and coherent. A project where branding, illustration, and creative direction came together to create a playful, expressive, and cohesive identity.
The work was very well received by the client. And personally, it was a meaningful project: developing it in collaboration with my friend Mek, a fellow design school classmate, was a true joy from start to finish.
