This is a sister brand to Mrs. Smiths Bags. Using the primary color of purple, this mark connects to the umbrella company, while still standing on it’s own. The positive and negative illustration of the kangaroo and joey reference the core audience of parents. The name, 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.