Brightland emerged from a simple yet powerful insight: most children’s shoes aren’t designed with growing feet at the centre. Founded in the UK by parents who couldn’t find footwear that supported natural development while respecting planetary limits, Brightland set out to build a better standard—unisex, minimalist, biomechanically informed, and made from responsible materials. BLOND was brought in to articulate this purpose as a cohesive brand identity—one that could withstand category conventions and feel authentic to both caregivers and the brand’s mission.
From brand values and tone of voice to logo design, colour systems and art direction, we built a visual and verbal language that reflects what Brightland stands for: thoughtful simplicity, grounded expertise, and playful clarity. The aim was to create an identity that felt confident without being cutesy. Designed to be modern yet enduring, the wordmark anchors Brightland with clarity and flexibility—working across packaging, digital platforms and early product-stage materials without compromising legibility or personality. Supporting typography echoes this balance: fresh and clean, yet human in tone, establishing a system that speaks confidently to parents and guardians.
Services:
Brand Strategy
Brand Identity
Visualisation
The brand’s tone of voice was developed to be clear, warm and trustworthy—direct in its communication of foot-health principles and environmental choices, but never clinical or overly technical. Shaped in collaboration with podiatrists and biomechanists, the messaging balances expertise with accessibility, allowing education and emotional connection to coexist.
BLOND crafted a colour palette rooted in real-world sensibilities, combining muted natural tones with a considered lime-green accent to express optimism while remaining unisex. This colour thinking also informed early product direction, helping Brightland explore how brand-level decisions could translate into material and finish possibilities on the shoes themselves, without prescribing final design outcomes.
Art direction brings the brand world together. Photography and layouts feel candid, yet fashion-led and confident—allowing product purpose, aesthetics and storytelling to sit comfortably side by side. The resulting outcome supports Brightland’s ambition to be a brand families can grow into, not out of.
The identity positions Brightland as more than another children’s shoe label. By unifying values, voice, visual systems and early product cues into a cohesive whole, Brightland launched with a distinctive brand identity built for longevity and meaningful connection.
