The challenge
AO76 has developed into a recognisable Belgian childrenswear brand with a distinctive style and a growing international presence. With several collections each season, different styles within its offer and a brand becoming more visible in new markets, the time was right to bring its brand story, brand identity and protection into closer alignment.
Our solution
We built on the recognisable elements that already made AO76 distinctive, bringing brand structure, visual identity and legal protection together in one scalable framework. This gave the team clear guidelines for collections and applications, online, in store and across the markets where AO76 is active today.
Services
- Brand strategy and portfolio structure
- Brand identity and applications
- Brand guidelines and design templates
- Trademark registration
- Trademark monitoring
When collections reinforce one brand story
AO76 releases several collections, from the main collection and Essentials to Orange Label and pieces made from recycled materials. This breadth keeps the brand relevant across different occasions, styles and customers.
To support that growth with clarity, we developed a framework for the relationship between the collections and for their graphic application. It gives the team direction for future collections while preserving the freedom and distinct character of the offer.
Dressing Memories as a brand story
The strategic direction came together in the baseline Dressing Memories. It starts from a simple truth: childrenswear is present in moments that later become memories.
The idea gave AO76 a brand story that reaches beyond a product or season. It connects the brand’s colourful, expressive style to a meaning that remains relevant across collections, campaigns and markets.
The baseline now provides a content-driven starting point for further brand strategy and for the way AO76 expresses itself visually and verbally.
An identity that goes beyond a logo
We strengthened AO76’s brand identity into a coherent system in which logo, grid, colour, typography and graphic elements reinforce one another.
The identity retains the playfulness that makes AO76 distinctive while bringing greater consistency to its execution. It works across labels and hangtags, mailings and POS materials, the webshop and business applications.
The brand guidelines give the team a clear framework to apply that recognisability consistently, today and with every future collection.
Protection begins where recognition grows
As AO76 becomes more visible, the value of its distinctive trademarks grows with it. This applies to the name and logo, as well as to the recognition its visual identity builds in the market.
We centralised the trademark portfolio, registered relevant trademarks and provide worldwide legal protection and monitoring for the brand. Legal brand protection therefore remains connected to AO76’s strategic and creative development.
Thanks to the trademark monitoring reports, I can sleep soundly knowing that my brand will not end up in the wrong hands. - Gaspard Poelman, CEO AO76
Result
AO76 now has a clearer brand story, a stronger graphic system and legally protected trademarks in the regions where it is active. Dressing Memories gives the brand’s growth a recognisable framework that brings collections, applications and protection together for the long term.
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