Rowdy Kind, a cosmetic brand startup, create cleansing and bath products specifically for kids (5-10 years olds). They sell a limited range of solid skin and hair products (soap and body shampoo bar) in a unique format for this market. Essentially Rowdy Kind is “Three Times Kind”; kind to skin, kind to the planet, and building kinder kids. As a result all of the products are ethically produced and most importantly are entirely plastic free.
The desire is to build a movement of kinder kids – to each other and to the planet – so we thought the best way to spread the message was to create a campaign. These posters prompt parents to be open and clear about how we need to think about others and the environment, as well as helping to build awareness of the cosmetic brand startup.
So we looked to bring this new category and format to life by designing a brand logo that balances the energy of the kids at bathtime, and also the kindness of the product. The brand colours blended richer premium cues offset with brighter more energetic tones, with the typography being more dynamic, playful and flowing. We balanced the playful with the pragmatic, and the brand packaging followed the shape of the soap and body shampoo bar, choosing a tin that can be re-used.