Storytellers Junior is a luxury kidswear label from Guwahati — the next chapter of Storytellers, a premier multi-designer store with 15+ years of experience in the fashion industry. While managing Storytellers, Suruchi, the founder, designer and mompreneur, identified the pain points of kidswear—that's when she decided to launch her line. We did an evolved rebrand, by retaining the essence of the original wordmark. J' of "Junior" was redrawn as a custom letterform that mimics a handwritten shape.

To bring a sense of storytelling into the rebrand, we introduced speech bubble characters as a key visual element — each one built by combining whimsical speech bubble shapes with hand-drawn linework. Squiggles, drawn from these characters, echo the doodles and scribbles of a child at play, used throughout as a supporting element alongside the rest of the identity.