Wooly Organic, a company from Latvia, creates children’s clothing and toys from carefully selected organic fabrics. Founded in 2011, the brand became known for simplicity, care for nature, and a love of calm pastel shades. Their products are sold through the company’s online store and marketplaces throughout the European Union.
The first Wooly Organic logo looked handmade, soft, and somewhat naive. Letters decorated with neat curls and little ears pointed to a children’s range and product tenderness. Although the mark seemed charming, its expressiveness did not fully match the level of a company oriented toward the European market.
The new version of the logo was developed by Gramática studio, with offices in London and Riga. The lettering became strict. The creators selected the LL Supreme typeface, supplementing it with unique details like smooth letter connections. The new logo retains the atmosphere of a children’s brand but looks more serious, as if “grown-up” along with the company’s customers.
The colors chosen by Gramática work well with the products. Chocolate-brown and cream is a pleasant and calm combination close to the brand’s audience. Using a single accent shade strengthens the brand’s perception as a reliable clothing producer.
The design of the logo and brand identity is thoughtfully planned. It is a simple approach applicable to real products. On a digital screen, the logo appears strict, but printed on labels or boxes of toys and clothing, it acquires liveliness.
Wooly Organic correctly identified their target audience: parents who value simple, calm, and durable items without bright colors and unnecessary decorations. This is precisely the strength of the new design: soft, clear, and confident.
