Deedje is a charming, child-centered brand focused on handmade clay creations that celebrate creativity and sensory play. The client approached me to design a brand identity that would visually communicate joy, imagination, and the whimsical spirit of young makers. The goal was to create a logo and visual system that would appeal to both children and their parents while staying true to the brand’s artisanal roots.

Creative Process

Research & Discovery

To start, I explored the world of early childhood creativity, including Montessori toys, educational materials, and handmade product brands. I interviewed the founder to understand the emotional values behind the brand—such as curiosity, learning through play, and family bonding.

I also analyzed the target audience: parents of young children (ages 3–8) who value creativity, sustainability, and locally made goods.

Concept Development

I sketched logo ideas based on themes like small hands, clay textures, playful shapes, and soft curves. I wanted to evoke the tactile and imperfect charm of working with clay while keeping everything bright and friendly.

I explored wordmark options with rounded, chunky letterforms that mimic the softness and flexibility of clay. The goal was to make the logo feel like it was shaped by tiny hands.

Logo Design

The final logo features bold, bouncy letters in a rainbow of cheerful colors, each letter almost looking like a mini clay sculpture. The unique treatment of the double "e" letters in Deedje adds character and reinforces the handmade feel.

The tagline “Small hands at work” reinforces the brand's message while anchoring it with a touch of warmth and purpose. The subtle shadow under the letters adds dimension and enhances the idea of form and play.

Typography & Color

• Typography: Rounded sans-serif fonts were selected to echo the friendliness and childlike feel of the brand.

• Color Palette: A balanced mix of vibrant and soft pastels was chosen to communicate joy, diversity, and approachability. Each letter in the logotype has a distinct color, reinforcing the sense of playful individuality.