A longtime Dillard’s-exclusive children’s brand, Starting Out carries a wide variety of baby gifts, clothing, and accessories that combine cuddly materials with colorful prints and characters. The line, ranging in sizes from newborn to toddler features basics, coordinating sets, and seasonal outfits that focus on comfort, quality, and affordability.
In an effort to compete within the growing multi-billion dollar children’s industry, the evolving Starting Out brand needed to realign its market position to remain relevant to its loyal customer base, as well as appeal to younger, trendier consumers. With the goal of inspiring an emotional connection to the playful moments of childhood, I created a series of whimsical illustrations depicting characters in the “starting out” stages of life. The new packaging, ranging from clothing labels, tags, and stickers to bow cards and tight wraps, embodies a cheerful, lighthearted personality that the brand was originally lacking.
Illustration, logo & identity design, packaging design
Fashion & Retail
Project undertaken while at Dillard's, Inc. in Little Rock, AR