SUNDAY BRUNCH CLUB is a Barcelona-based kids brand and a social communication platform for moms founded by Yuumi Peralta. I took a lot of trial and error. I worked closely with the founder to develop a visual direction for the brand across the main/secondary logo, social media content, and brand identity, including color palette and typography.

 

The brand aims to produce a product for kids and provide a social communication platform where moms feeling overwhelmed with new mom struggles can easily help and support each other. I was tasked with creating the whole brand elements to match the brand’s playful and friendly attitude to represent the brand messages.

 

The main logo is inspired by the shape of building blocks known as popular toys for kids, and the unique shape of building blocks also influences the various shapes of simple graphics used as main graphic elements. The wordmark is based on the Angie sans font, which balances casual and modern shapes. 

 

To express the fun and friendly attitude of the overall brand identity, I selected a genderless and pop color palette consisting of four colors. I added yellow and cream as main colors, and in contrast to the lighter main colors, darker colors, green and blue, are used as secondary colors to balance out the main colors.