Minter - Children Knitwear Branding

The Brief

Minter is a childrenswear brand built around a single belief: children should grow up surrounded by good design. The identity needed to embody that philosophy - visually sophisticated enough to appeal to design-conscious parents, bold enough to feel genuinely childlike.

The Approach

The brand borrows from the visual language of mid-century modern art: bold primary colors, geometric forms, generous whitespace. A modular pattern system was developed from simple geometric shapes - endlessly recombineable across different seasonal applications.

Pattern System

The pattern system builds on two motifs: an illustrated character world and a knit-loop grid. Both scale from a hang tag to wallpaper and work across all four brand colorways - giving seasonal collections their own feel without breaking consistency.

Packaging

Every touchpoint - from branded packing tape to illustrated gift wrap - was designed to make unboxing feel like part of the product. Materials stay playful without sacrificing the premium positioning parents expect from merino wool childrenswear.

Stationery & Brand Applications

The full stationery suite carries the brand’s bold color system across letterheads, business cards, postcards, and woven labels. Each piece doubles as a brand ambassador - recognizable at a glance, functional in daily operations.

Digital & Social

Instagram templates and a social content system that keeps the brand’s visual energy intact at phone-screen scale. Story templates, feed layouts, and highlight covers - all built for a founder who needs to post consistently without a design team.

Brand in Context

The identity in its natural habitat - woven into garments, stamped onto letterboxes, printed on tote bags and shopping bags. These applications show how the brand lives beyond the screen, in the hands and homes of its customers.

Deliverables

• Custom hand-drawn wordmark
• Illustrated character system (6 mascots)
• Colour palette: cobalt blue, orange, sky blue, green, coral, cream
• Pattern system (illustrated world + knit-loop variants)
• Full packaging system: box, tape, tissue paper, wrap, stickers
• Stationery suite: letterhead, business card, envelope, postcard
• Hang tag + care label + woven label
• Digital & social templates (Instagram profile + stories)
• Fabric pouch + tote bag + paper bag

Result

2,160 appreciations · 16,920 views on Behance. Featured in the Behance Branding Gallery.

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See also: elebaby - a different approach to children’s knitwear branding, or Beri - a kids’ shop with full Shopify store design. Interested in a brand like this? View packages and pricing →