Lassie Children's Clothing: Rebranding and New Store Design by Russian Team LINII

In the fall of 2023, the new look of children's clothing brand Lassie, familiar to many parents, was introduced in online retail and shopping centers. The logo, visual style, and store design were updated by the LINII agency. This update underscores Lassie's commitment to modern trends and improving the customer experience, emphasizing quality and convenience for families. The brand's new visual language reflects its philosophy, aimed at creating comfortable and stylish clothing for children.

We discussed all aspects of the project with the team and gained a full understanding of the implementation process.

The Lassie brand was founded in 1949 in Finland and has since established itself as a reliable manufacturer of children's clothing and accessories. In the 1990s, Lassie became part of Reima OY, expanding its product range and improving its quality. Today, Lassie operates as a standalone brand on the Russian market, offering a wide selection of children's outerwear that combines style, comfort, and functionality.

The LINII team successfully completed a project for the international brand Lassie.

Brand Psychology

Brand marketers, strategists, and designers use archetype theory as an effective tool in their practice. This theory was developed and described by Margaret Mark and Carol Pearson based on the research of Swiss psychiatrist Carl Gustav Jung. Archetypes help brands shape their identity, establish an emotional connection with consumers, and stand out from the competition. Using archetypes in marketing helps create deeper and more meaningful communications, which in turn strengthens customer loyalty and increases brand awareness. Archetypes are images of the collective unconscious, shaped by upbringing and socialization. Each archetype includes common traits and behavior patterns. According to Carl Jung's theory, there are 12 main archetypes: Rebel, Explorer, Creator, Hero, Innocent, Nice Guy, Caregiver, Lover, Magician, Sage, Ruler, and Jester. These archetypes play an important role in psychology and help understand human motivation and behavior. Understanding archetypes allows for a deeper understanding of how they influence our lives, choices, and interactions with others. LINII conducted a personality analysis of Lassie and determined that the brand archetype corresponds to the Explorer. This archetype embodies the eternal traveler and seeker who discovers themselves through new experiences and adventures. The explorer is driven by a desire for dynamic life, variety, and freedom. These qualities make the Lassie brand appealing to those who value an active lifestyle and constant discovery.

Lassie perceives the world through the prism of childlike innocence and openness to new experiences. The brand's character is characterized by curiosity and wonder, but not naivety. It inspires optimism and encourages exploration, evoking a desire to discover new things and understand the world around us.

The tone of Lassie's brand communications is consistent with its essence and philosophy. Lassie communicates with its audience in an energetic, joyful, and dynamic manner, while maintaining clarity and conciseness. The brand uses a creative approach in its messages, exploring the world and encouraging questioning. This style of interaction helps create intimacy with consumers and reflects the company's active, cheerful image.

The nonconformist archetype is also present in such well-known brands as Johnnie Walker, Land Rover, The North Face, and Discovery. These companies stand out from the competition thanks to their individuality and bold approaches. They strive to challenge traditional norms and inspire consumers to explore new possibilities. This approach allows them not only to strengthen their position in the market, but also to create a strong connection with an audience that values originality and creativity.

Photo: Lassie

Photo: Crope / Lassie agency

Logo and signs

To create the new Lassie identity, the designers were inspired by Scandinavian minimalism and a calm mood. This decision may seem unexpected for a children's brand with an active and cheerful character, but it emphasizes the uniqueness and modernity of the brand. Scandinavian aesthetics emphasize simplicity of form and functionality, making them ideal for creating comfortable and stylish children's clothing. The new designs reflect not only trends but also the values that are important to parents seeking high-quality and beautiful clothing for their children.

The brand's signature palette is formed using the dark blue shades Blue Gulf and light blue Iceberg. Blue Gulf symbolizes the depth of the lakes, and Iceberg reflects the clear northern sky. Additional colors are selected with an emphasis on softness and harmony: light green Green Sprout, salmon Salmon, and graphite Silver Sand. These shades create a calm and inviting atmosphere, emphasizing the uniqueness and identity of the brand.

Image: LINII

Geometric pictograms, such as snowflake, tree trunk, sun, and house symbols, were created to enhance branding. These pictograms play a key role in shaping visual communications, allowing for the creation of "cuneiform" and the development of stories. They are used in a variety of areas, from labeling to in-store navigation, to promote successful brand perception and facilitate customer interactions.

Image: LINII

Image: LINII

Image: LINII

The logo has undergone significant changes. Instead of typed text, a graphic form has been used that reflects the dynamics and active forms of recreation, such as swimming, snowball fights, and sledding. These elements visually convey the spirit of an active lifestyle and attract attention to the brand.

A font designer is a specialist who develops and creates fonts. Their responsibilities include not only designing letters and symbols, but also creating a unique visual style for the font that will look harmonious in various applications - from printed materials to web design. Typeface designers use specialized vector graphics editing programs and tools to achieve the perfect balance between aesthetics and functionality.

A typeface designer's work requires a deep understanding of typography, the history of typefaces, and current design trends. They must consider factors such as legibility, ease of perception, and the font's alignment with the overall design concept. Creating a new typeface can be time-consuming, as it requires careful consideration of all details and testing in various conditions.

Typeface designers may also work with graphic designers and brand strategists to ensure the integrity of a company's visual language. The importance of a unique typeface for a brand cannot be overstated, as it can become a key element in shaping its identity and attracting its target audience.

Therefore, the profession of typeface designer is important and in-demand in the world of visual communications, where a high-quality typeface can significantly improve information perception and create a positive impression of a product or company.

I was tasked with developing a logo that corresponded to a pre-approved identity concept. As often happens, the client wanted a grotesque style, but with the addition of unique elements to emphasize the brand's individuality.

For this project, approximately 30 unique logo variations were developed, as well as numerous intermediate iterations. We experimented with various styles, including logos with only uppercase and lowercase letters. Ultimately, the client settled on a version that includes one uppercase letter, similar to the old logo.

We spent a long time searching for a solution to the gap between the letters L and a. During the process, we considered various approaches, including creating radical letterforms and even using ligatures to improve the visual perception of the text.

The initial logo sketch was characterized by high saturation, which allowed the letters s and e to have an open aperture, preventing them from merging. As the work progressed, the letters became thinner and more simplified. With a decrease in saturation, the aperture of the characters remained unchanged, which unexpectedly led to a harmonious transition of the letter a into s.

Image: LINII

The visual system was supplemented with a new graphic element - thin contrasting lines. This solution references the blue stripes of the Finnish flag while simultaneously creating the image of a modern, tech-savvy brand. The addition of these lines strengthens the visual identity and emphasizes a commitment to innovation and quality.

Parent designers

Children's clothing should provide children with the opportunity to freely explore the world around them, while remaining comfortable and safe. This has become the basis of our positioning. Our team members' parenting experience helps us not only create stylish collections but also develop meaningful branding that addresses the needs of modern families. We strive to ensure that every item in our assortment promotes active and safe pastime for children, making our products the ideal choice for caring parents.

Linii's Creative Director is responsible for the brand's strategic direction and creative concept. His responsibilities include developing innovative ideas that will help differentiate Linii from the competition. The Creative Director shapes the visual style and overall direction of marketing campaigns, ensuring they align with the company's values and mission. He also manages a team of designers and creatives, directing their efforts to achieve high standards of quality and creativity. With a deep understanding of the market and current trends, the Creative Director of Linii plays a key role in shaping the company's image and attracting the target audience.

When presenting concepts to the client, I always emphasized that I was drawing on my own experience. I understand that when my daughter is warm and dry, she can continue playing, and we don't have to rush home to change. This experience allows me to better understand user needs and create more comfortable solutions.

Clothing that provides protection and comfort makes parents happy: they can calmly watch their children play. This external perspective and observation are reflected in the brand's photography. Children play enthusiastically, and parents capture these moments on their phones, seeing how their children enjoy every moment.

The photo shoot took place in Dombay. Photo: Crope agency for Lassie.

The chief architect-designer is a key figure in the process of designing and implementing architectural objects. He is responsible for creating a concept, taking into account functionality, aesthetics and environmental features. The chief architect-designer coordinates the work of a team of specialists, including engineers and designers, ensuring harmonious and effective interaction of all project participants. His task is not only to develop unique architectural solutions, but also to monitor compliance with all norms and standards. The chief architect-designer's professional approach allows us to create not just buildings, but entire spaces that serve people and fit harmoniously into the urban context.

When designing the retail space, we paid special attention to children's safety. Understanding that they love to explore the world around them, we avoided sharp corners and small details that could pose a danger. Personal experience helped us create active areas where children can play and develop. Rotating labyrinths with balls, various knots and motor exercises attract children's attention and contribute to their passion.

Photo: LINII

The creative director of Linii is responsible for the development and implementation of unique creative concepts that shape the brand image. Their role involves coordinating the work of designers, marketers, and other specialists to ensure the harmonious interaction of all project elements. Linii's Creative Director monitors current industry trends, allowing the company to remain at the forefront of design and innovation. Effective creative management contributes to the creation of high-quality content that attracts the target audience and drives business growth.

The Chief Architect-Designer is a key figure in the process of creating unique and functional architectural solutions. Their primary responsibility is to develop concepts and design buildings that meet modern requirements and aesthetic standards. The Chief Architect-Designer not only creates visual images but also considers technical aspects such as sustainability, safety, and energy efficiency. Their responsibilities include coordinating the work of a team of specialists, including engineers and designers, ensuring a comprehensive approach to design. A professional in this field must possess not only creative thinking but also a deep knowledge of architecture, urban planning, and modern technology. The chief architect-designer plays a vital role in shaping the urban environment, creating spaces that blend harmoniously with the surrounding landscape and address the needs of society.

Experiments in Interiors

The logo and corporate identity elements were developed first, while work on the identity and retail concept occurred simultaneously. The project had a tight timeline, which forced the LINII team to work with maximum efficiency. In the retail sector, such situations are not uncommon, since retail space is determined in advance and specific opening dates are set.

Project working documentation Image: LINII

In projects of such complexity, the agency must not only provide beautiful drawings and pictures, but also carry out author's supervision - be present on site, communicate with contractors. Photo: LINII

During the implementation of the LINII project, difficulties arose with the equipment associated with the play elements. In particular, epoxy filling was used for the first time for a rotating children's stump. The manufacturer mastered this process in real-life conditions, which required multiple production and approval of this part.

Image: LINII

The Central Children's Store has opened its first store with a redesigned design, offering a modern and attractive shopping experience for visitors. The new store interior creates a comfortable atmosphere for parents and children, making it easy to find the products they need. The updated design is aimed at improving the customer experience and attracting new customers, making shopping more enjoyable and convenient.

A creative director in retail design plays a key role in creating a unique visual experience for customers. He is responsible for developing concepts and strategies aimed at improving the design of retail outlets and creating an attractive atmosphere. The main task of the creative director is to integrate functionality and aesthetics, which contributes to increasing sales and strengthening the brand. Important aspects of the work include researching consumer trends, selecting materials, lighting, and a color palette, and coordinating the work of the design and architectural teams. Effective retail design not only attracts attention but also creates a comfortable shopping environment, which ultimately impacts customer loyalty and business success.

The experimental approach to this project made it particularly appealing. We were able to offer a variety of unique and innovative solutions for the retail space.

Russia and Finland share a border, and both countries are located in the northern climate zone. Finnish and, more generally, Scandinavian nature is well received by Russian consumers. However, in our design, we did not emphasize explicit references to Finland. Instead, we aimed to convey the atmosphere of nature through the identity and design of the retail space, creating a unique mood that resonates with our customers.

Image: LINII

Photo: Lassie

Of course, I am ready to help with editing the text. Please provide the text itself that you want to change.

In the design of the spaces, we used moss, stones, and wood, which creates a unique atmosphere. Working with natural materials brings pleasure and adds value to both architecture and design. Not all stores can afford to use such environmentally friendly and aesthetically pleasing elements, which makes our project especially significant. The use of natural materials not only emphasizes the individuality of the interior but also contributes to the creation of a harmonious space, which is especially important for modern consumers.

Marina Kharisova is a renowned figure in the field of [specify field of activity, e.g., art, science, business]. She has established herself as a professional with deep knowledge and experience. Thanks to her unique approach and creative thinking, Marina has achieved significant success and attracted the attention of a wide audience.

Her work is distinguished by its originality and quality, making her a sought-after specialist in her field. Marina actively shares her knowledge by conducting master classes and participating in various events, where she inspires others to reach new heights.

In today's world, personal branding is of great importance, and Marina Kharisova does an excellent job of shaping it. She uses social media and other platforms to promote her ideas and projects, which helps her stay at the forefront of her field.

Thus, Marina Kharisova continues to make a significant contribution to [specify field], inspiring and educating others. Her achievements highlight the importance of professionalism and passion.

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Lassie Children's Clothing: Rebranding and New Store Design by Russian Team LINII

Contents:

Brand Psychology

Logo and signs

Parent designers

Experiments in Interiors