Kiddywinkles is a thriving childcare centre in Westgate, Auckland. The centre’s educational philosophy is strongly influenced by the principles of Reggio Emilia and Magda Gerber’s Educaring® approach, resulting in a child-centred environment of self-guided exploration with close connections to nature. At Kiddywinkles, teachers and parents respect and trust children to explore, discover and achieve their innate potential. While there are clear expectations, the path and social interactions used to achieve them are up to each child.
Having purchased an existing childcare centre, which had been part of a franchise, the new owners asked us to bring their vision to life and give the centre a point of difference. They’d already chosen the name Kiddywinkles, so we were tasked with creating a logo, brand palette and imagery that expressed the centre’s philosophy and feeling.
The brand’s vibrant natural colours connect with the environment and convey a sense of joy, which is complemented by the youthful logo font. Fading the brand’s colour palette through the logo lettering helps to emphasise the centre’s fluid approach to each child’s learning and development. In addition, the logo’s font is morphed into stylised children dancing with arms raised. This helps to tie the brand elements together and extends the overall sense of freedom and fun.