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Cottolino is a multi-brand clothing store for children located in a popular shopping centre in Seville. We were involved in a world of developments for the brand, from the creation of the store's name right up until the selection of merchandising products. The primary challenge was to convey brand positioning based on seemingly opposing values: clothes for special occasions that don't come across as "corny", everyday garments that don't look drab, looks that please both children and their parents. A challenge like making a chocolate cookie but that is also healthy. And if there's one thing that we like more than a challenge, it's chocolate.
A name that has a feel to it
When coming up for a name for the brand we set on the idea of combining different elements into one new concept, into one new word. We set off with various strategies such as researching the target audience, the market, and the competition. The different lines we studied all showed a denotative tone, an identification with a character, an association with a specific value... Of all the options that we came up with, we went with Cottolino, a word we invented that suggests a combination of "cotton" and "lino" (linen), comfort and aesthetics, children's world and personality.
Cottolino is written with nice lettering
Creating a functioning brand image is a serious task, even when you are trying to inspire freedom and fun. The logo is based on a typography of unique and clean calligraphic features, adjusted with precision to enhance its personality and recognisability. The use of black as the base colour underlines the apparent simplicity of the logo.
A universe of freeform design
Cottolino's logo is the central piece of the company's corporate image, but it isn't the only one. We created a colour palette, each colour intended to breathe life into all our graphics and images. We devised a pattern based on freehand illustrations that reminded us that childish doesn't necessarily mean corny. We established a selection of photos that portrayed quality outright. Nothing is casual, every detail conveys in its own way a common story. The artistic direction of the merchandising completes this small and peculiar world in which fun, style, tickles, comfort, and proud grandparents all work hand in hand.
Golosquillas in your brain To further add personality to the Cottolino brand, we came up with its own language based on the combination of different words all relevant to its clothes and corporate image, in summary, all those things that add happiness to our lives... such as laughing out loud while jumping on a trampoline, or such as the tickles you get in your mouth when chewing on a marshmallow. Being able to travel back in time
Golosquillas in your brain
To further add personality to the Cottolino brand, we came up with its own language based on the combination of different words all relevant to its clothes and corporate image, in summary, all those things that add happiness to our lives... such as laughing out loud while jumping on a trampoline, or such as the tickles you get in your mouth when chewing on a marshmallow.
Being able to travel back in time
Cottolino wouldn't be a good brand if it weren't like children, capable of expressing itself as it wants where it wants. Its corporate identity is the result of a rich set of resources and a flexible approach: a strong visual personality and its own language.