advertisement detail
Social Fabric
Awakening Organics is a modern sustainable clothing company that believes children's fashion should be environmentally friendly, heavy metals free and of superior quality. Creating super soft, 100% organic clothing for hip and stylish infants and toddlers, Awakening adds wellness to a child's wardrobe.
the challenge
When Awakening’s founders contacted Firebelly to brand their new fashion company all they had was a name and a vision. In the months that followed, Firebelly worked as designers, fashionistas and baby wranglers completing everything—from their woven labels to their web store and even managing the photo shoot of tiny tot models.
what we did
Starting from the name—Awakening Organics—we created a children's lifestyle brand based on discovery, awareness and a renewed interested in health and wellness.
We knew from discussions with the client (a husband and wife team and parents of two), just how important it was the brand speak to “regular” moms + dads and not just treehugger parents who already prefer organic.
In keeping with the clients' vision of universal appeal, our research started with Awakening's global competition and the trends in organic fashion, but also involved a significant amount of ethnographic study as well. We visited many of Awakening’s target boutiques and learned from conversation and observation what shoppers and stockists looked for in children’s clothing.
Built on a wealth of “audience instinct”, the brand emerged awash with a dreamscape of subtle hues, clean typography and breezy botanics. Copy development supported the look + feel with details like comfort, style and American manufacturing—qualities any parent could appreciate—along side features like 100% organic, heavy metals-free and low-impact dyes.
From the national advertising campaign in publications like Cookie and Pregnancy to the special feature in TimeOut’s organic kids issue, the brand we developed for Awakening balanced perfectly between LOHAS (Lifestyles Of Health And Sustainability) parents and value-minded moms + dads who just want healthy options for their kids.
projects included:
- Identity system
- National brand positioning
- Apparel labeling
- Webstore design + development
- Advertising campaign
- Look book + catalog
- Promotional materials
- Press kit