How to create a brand that speaks to both children and their parents?

UGOOOD is a reading room and education center located in Shanghai, China. It features a vast collection of illustrated children’s books from all around the world. The goal of UGOOOD is to create a space where kids and their parents can bond through reading.

When approaching the branding of UGOOOD I wanted to convey a sense of connection between kids and their parents in a friendly and caring way. In addition to the logo and branded elements, I also developed a complete visual identity guide for the client to apply to social media and interior design.