The typography combines a mixture of imperfect & organic fonts with a clean and legible body font to bring the authority and sense of security back to the branding. We wanted Wildlings to have a variety of letterforms to work with that allowed them to be as playful or professional as they wanted. The uneven edges of the heading font are mimicked in all of the brand illustrations with their imperfect, cut paper illustration style.
Color palette was created by combining vintage summer camp with mid-century vibes, resulting in a bright & poppy but still grounded and earthy array of colors. We wanted to stay away from the pastel-y neutrals that a lot of hip, child-centric brands are gravitating towards and make something that feels warm, welcoming and happy.