Bengel&Gör – Rebranding concept for a leading children’s fashion retailer
This project began as a rebranding commission for a well-established children's fashion retailer in Germany, carrying curated kidswear and babywear from premium labels. As part of preparing the business for expansion into the wider DACH market, I was tasked with developing a completely new brand identity including a new name that could grow with the company's ambitions while building on the trust and recognition they had already earned.
The result was Bengel&Gör. The brief called for more than a visual refresh. The rebrand required a full repositioning. A clearer point of view, a stronger personality, and an identity system flexible enough to scale across retail, digital, and out-of-home touchpoints without losing its character.
The concept is built around the idea of "Kleine Größen für großen Charakter", small sizes for big character. This line does double duty as both brand philosophy and creative direction. It frames Bengel&Gör not just as a shop, but as a platform for kids who have their own sense of style, and parents who appreciate that.
The visual identity follows through on that promise with conviction. The logo is playful and confident, set in a rounded serif that feels contemporary without trying too hard. The colour system pairs a warm coral red with a soft cream base, supported by secondary blues and greens that allow the identity to stretch across seasonal and campaign contexts without feeling rigid.
A custom array of brand mascots: Expressive, line-drawn children pulling faces give the identity something most retail brands lack, genuine personality. Designed to appear across packaging, bags, storefronts, and web, the mascots are bold enough to stop people in the street and versatile enough to adapt to different formats and moods. They carry the irreverence the brand name promises.
The typography system balances a strong display face for headlines with a clean, readable body type, allowing the tone to shift from cheeky campaign copy to clear product communication without losing coherence. Applied across a shipping box, tote bags, billboard advertising, and a full e-commerce web concept, the identity holds up at every scale.
The web design concept brings it all together digitally: large editorial imagery, the mascot integrated as a graphic element, prominent navigation, and a product architecture built for a multi-brand premium retailer. The cookie consent pop-up, voiced by the mascot, is a small detail that says a lot about how far the identity was thought through.
The expansion plans have since evolved and the concept was not taken into production. As a complete creative and strategic proposal, it remains one of the more thorough pieces in my portfolio.
Teaser & Story-Example for Bengel&Gör
