Creating an identity for a new brand that is part of Mrs. Smiths Bags called The Jr. Since this will be part of a parent company, it was important that this identity connect with them while still standing on its own.
The product is a bag for parents of very young children. The image of a kangaroo was chosen because they carry their children and would connect with the audience of parents. The name “The Jr.” while having a masculine connotation, also brings in a feminine side with the heart used as punctuation. The color palette is gender neutral, not narrowing the products to boys or girls and is flexible in that endless options are available to work with without diluting the mark..