Logo Design - Brand Identity - Visual System
Bano B
A logo built to hold a baby brand together as it grows
A logo and complete visual identity for a baby and children's retail brand, built to feel warm and trustworthy without leaning on the pastel-and-clouds look most of the category shares.
Services
- Logo Design
- Brand Identity
- Colour & Typography
- Brand Guidelines
- Client
- Bano B
- Year
- 2024
- Outcome area
- Build the Brand
- Delivered by
- AMFLX in-house team
What we delivered
- Logo design
- Complete brand identity
- Brand colour direction
- Typography direction
- Supporting visual elements
- Brand application system
Warm enough for parents, distinctive enough to remember.
Bano B / BabyOutlet needed a mark that could carry a baby and children's retail brand, and the category makes that harder than it looks. The identity has to read as friendly and trustworthy to parents while still looking modern rather than childish, and it has to do that without the pastel palettes, clouds and toy icons most competitors already reach for.
Without a defined system, the brand was also exposed to the more ordinary problem every growing retailer hits: every new social post, packaging item or promotion risks becoming its own one-off design job, with nothing tying them together as they accumulate.
Start from the emotion the category needs, not its visual clichés.
We built the identity around the qualities that actually matter to a parent making a purchase decision — warmth, care and trust — rather than defaulting to the baby-industry moodboard. That meant deliberately avoiding an identity built entirely from pastel colours and baby iconography, so Bano B could be recognised as its own brand rather than one of many that look alike.
The logo was treated as the starting point for a system, not the finished job. Everything after it — colour, type, supporting marks — was scoped from day one to extend into packaging, retail and social.
Warm, not childish
An identity built around trust and comfort rather than pastel category clichés.
Logo, then system
Colour, type and supporting elements planned as one system from the start.
Built for every shelf
Consistent from packaging and signage down to a mobile social post.
A logo, and the system that keeps it consistent.
AMFLX developed a custom logo as the brand's central recognition mark, then extended it into a full identity: a defined colour direction, a typography system with clear hierarchy, and supporting visual elements that carry recognition even when the logo itself is not the dominant element on a page.
The system was built for practical retail use — legible at social and mobile sizes, simple enough to reproduce on packaging and in-store material, and structured so future campaigns can be assembled from existing pieces rather than designed from a blank page each time.
- Custom logo as the brand's central mark
- Defined colour and typography direction
- Supporting visual elements beyond the logo
- Structured for packaging, retail and social use
One identity the team can build every future asset around.
Bano B moved from a single logo to a complete visual foundation — colour, type and supporting elements that hold together across packaging, social, retail and promotional material.
Because the system is documented rather than held in one designer's head, future campaigns and collections can be built from the existing identity instead of starting a new creative direction each time.
- Custom logo and complete brand identity delivered
- Defined colour direction and typography system
- Supporting visual elements for use beyond the logo
- A scalable foundation ready for packaging, retail and social
Let's make some noise.
Tell us what you're building. We'll figure out where to take it.
We reply to every brief within three working days