The work

Minikie is a kidswear franchise in Hyderabad, and a franchise has a particular problem: every store has to look like the same brand without anyone standing there policing it. So we worked across the whole set rather than one item. Boxes, tags, carry bags, all drawn as a family, sharing proportion and finish, so a shopper in one outlet sees what a shopper in the next one sees. It also means a new store can open with the right things already on its counter on day one. Consistency is the product here, as much as any single box is.