Frugi were looking for a new collection of girls' clothing in the 2-10 age range. I began by identifying the typical brand colours and themes and set to market research and idea generation. I decided to split the age groups to 2-6 and 6-10 after my market research showed me young children want more from their clothes and don't want to feel infantilised with pictures of animals as they prefer messaging of cultural issues like as environment conservation and inspiration quotes.
