Character.com is a character specialist - a one-stop shop for character based clothing - selling a broad range of affordable character-based clothing and apparel. With over 100 characters to choose from, Character.com is the number 1 character shop in the world.
Our work with their team involved repositioning their brand to promote self-expression and emotion, highlighting their unique range of character-based clothing and empowering kids to express themselves through the range of choice available, while facilitating parents to feel great by delivering what their kids want.
Our brand concept was formed by what Character.com clothes make you do - Smile! A smile is the purest form of expression we have, it has the power to make someone’s day better, just like Character.com. We put smiles at the centre of the brand, ensuring no matter how you interact with the brand, you are always left with a smile.
Meet Miles, our brand mark and character, always delivering positive emotions to our audience, showing them how wearing clothes from Character.com makes you feel.
We wanted to create a personality who brought the brand to life, a mascot who can interact with the huge range of characters available, reflecting their stories and forming our own. Our accompanying logotype embodies Miles and brings a smile throughout, creating a custom typeface that hides smiles throughout the letters.
Our brand system keeps the smiles constant, through the artwork, photography, how we speak and our personality, ensuring our audience always has a positive feeling when engaging with the brand.
Miles interacts with the brand, showing different parts of his personality to uplift and tell stories, whether he’s interacting with other brands characters, or by himself - his purpose is to always give you something to smile about.
Our Character.com smiles form the backbone and structure of our artwork, using the hidden smiles found in our logotype to ensure each brand visual has a smile, even when Miles is off doing his own thing!
The brand needed to feel reflective and enable our audience they are free to express who they are through our mixture of bright and energetic colours, our photography which is authentic and reflective of the feeling of wearing the characters you love.
Character.com clothing lets kids and families expand their sense of who they are, and lets their imaginations fly. To achieve that, we developed a tone of voice that is positive, playful, emotive, and bright & bold -just like our colourful and creative designs! To put it another way, our aim was to write to put smiles on faces.
We have used the rebrand assets to assist Character.com with the launch of the first ever store at McArthur Glen Designer Outlet, Bridgend, South Wales.
When people came to the Character.com shop, we wanted them to see and feel the brand message straight away. We want them to smile!
We created three shop window designs for the new store; Character.com generic theme, Halloween and Christmas. Each of the designs were designed with the brand message and customers in mind, showing off the vast range of characters and products the brand has to offer. We wanted to make sure the shop windows appealed to both children and kidults, engaging them to enter the store whilst out shopping.
For inside the store, we were tasked with creating print ready assets for Character.com’s priority IPs, as well as generic Character.com store prints. Assets included:
Working with Character.com we sourced images from their bank of professional photos and we artworked all the images to be print ready.
