A kids' fashion brand built on one simple idea: a smile.
Year:
2025
Timeframe:
4 months
Role:
Brand Designer
Industry:
Fashion & Apparel
Overview
Building a kids' fashion identity that's playful without being loud, and premium without losing its softness.
Hahaha is a U.S.-made kids' fashion brand built on premium quality, minimalist style, and culture-rooted detail, crafted in organic fabrics with zero shortcuts. At Hahaha, we built the identity and visual language for the full clothing line from the ground up, turning a simple idea into a brand kids could actually wear.
Problem
The brief was a contradiction by design: fun without being loud, stylish without skewing adult, expressive without falling into cliché. The identity had to speak to a parent's taste and a child's imagination at once, and hold together across logos, packaging, garment labels, and patches.
Solution
We built the identity around one gesture: a custom smile mark at the center of the logo, playful, universal, instantly recognizable. From that mark, we developed a full brand system, minimalist but expressive, that scales across tags, packaging, and lookbooks, with embroidered patches inspired by global cultures turning every garment into a piece of storytelling. The system now carries the Shopify store built on top of it, converting at 4.1%, up from 2.8%, with a 100 Pagespeed score and a 36% lift in quarterly visits.
