Keenkids
,
Fashion
The Client
Keenkids makes outdoor gear and clothing for children who refuse to stay still. Rope climbing, wall climbing, camping, unstructured play in the mud and the rain. The brand is built for kids who want to be outside and parents who want those kids to be safe while they are. That combination of adventure and protection is a very specific brief, and it shaped every decision we made.
The tagline says it as simply as it could be said: Play. Explore. Discover. Three words, three promises, one brand.
Services
Brand identity
Year
2020
The Logo
The icon is a star-like asterisk form, open and radiating outward in every direction. It reads immediately as energy, movement, and the unpredictable paths a child takes through the world. There is something inherently joyful about a shape that has no single direction, that points everywhere at once.
The wordmark "keenkids" sits in a clean, friendly lowercase that balances the energy of the icon with enough legibility to work across every surface from clothing tags to billboard advertising. The two elements work together without competing: the icon carries the spirit, the type carries the name.
Color
Red and sky blue are the two anchors of the palette. Red brings excitement and visibility, the kind of high-energy warmth that feels active and alive. Blue brings trust, reliability, and the openness of sky and water. Together they communicate exactly what the brand is: full of life and completely dependable.
The billboard execution shows how well this palette scales. Bright, confident, and immediately readable even at distance, with photographs of real children in real outdoor situations grounding everything in genuine experience rather than polished fantasy.
The Challenge
Children's clothing brands often fall into one of two traps. The first is being so focused on safety and durability that the brand feels clinical and joyless. The second is leaning so hard into fun and color that parents stop trusting the quality. Keenkids had to thread both needles at once: exciting enough for kids to want to wear it, credible enough for parents to trust it with their children's safety outdoors.
What This Project Was About
Keenkids is a brand that respects children enough to give them an identity that matches how they actually live. Loud, curious, fearless, and completely themselves. Getting that right required building a visual system with that same energy, one that earns the trust of parents without ever talking down to the kids wearing it.
