Young Days was started by a father-son team who realized that the values parents live by fall short when it comes to shopping for their kids. Instead, ease and affordability win out. These clothing industry vets had the resources and the connections to create ethical clothing at a price that made sense.
The strategy took "feel good" even further. Parents are too busy to do endless research about every single thing for their kids. We positioned the brand to offer clothing in line with parents’ values, but also to create an experience in line with what they needed — quick decisions, size-first shopping, mix-and-match basics, and gender-agnostic clothing. A brand that took the heavy lifting off of parents.
We went through a rigorous naming process entirely rooted in the Young Days strategy. It needed to embody ease and reflect the progressive nature of the brand. It needed to feel lighthearted and authentic. Young Days is where we landed.
We built a design system in line with the more progressive, next generation of kids — a gender-neutral color palette, strong illustrations, and expressive art direction. All elements needed to make each and every touchpoint easier for parents.
Given that Young Days had so much to offer its customers, it was critical to communicate the brand’s difference clearly and with impact. It was important to strike a balance between a kidswear brand and an ethical company. Messaging was straightforward and simple, but never cutesy.
The site focused on easy browsing and quick decisions. We established size-first shopping, and implemented features to ensure users could browse in-stock items only if they wanted. Paired with digitally-optimized pops of color and pre-set bundles, parents could navigate the site with ease and feel good about their decisions.
An ethical, affordable kidswear company; a benchmark for the kidswear clothing industry; a brand that makes life just a little easier for parents.