WHO ARE BRAVE TALES
Brave Tales create fun, inspiring clothing and gifts for growing boys from newborns to 10 years old. Founder Anna, based in Brisbane, Australia was inspired to start the business while she was raising her young son Austin, and struggling to find apparel, particularly t-shirts that were unique and modern. Have you ever noticed that when it comes to products for little boys, there are a lot of cliches like planes, trains and dinosaurs, and not a lot of originality? Anna certainly thought so.
Anna has always loved fashion, but as a former primary school teacher, she has also always been passionate about empowering boys to grow into brave, happy men and being positive role models in the world. She made it clear that Brave Tales was going to be more than just amazing designs, but also standing for a message people could get behind. Of course, I loved the whole concept instantly and couldn’t wait to work with her!
Brave Tales started its journey under a different name: Hairy Tees. When Anna approached me, she had been testing her concept for a year or so, participating in markets where she sold inspirational t-shirts for both little boys and girls. In her process, she realised she was particularly passionate about catering to little boys, as they were so under-represented. There are an absolute plethora of things out there for little girls, but she felt like you had to shop overseas (which was often quite an expensive exercise) to get a dose of something ‘cool’.
THE BRAND THEME
Anna had been inspired from the beginning to build her brand around animals, particularly dogs. She thinks kids love doing similar things to their pets — like running around, playing, cuddling and being loyal. Boys are also very tactile and love hairy things! That’s what inspired the original business name Hairy Tees. It worked while she was selling T-shirts in market stalls but we realised that it would box her into a corner longer term, because she intended to develop a range of different clothing, accessories, kits and even workshops, so the brand was going to go far beyond t-shirts. She had been thinking about the name Brave Tales, and we loved that it had a bit of a play or words, with “Tale” sounding like a story or an animal tale. She decided on the name and the branding journey began.
THE HEART AND SOUL
With so many brands to choose from these days, Anna really wanted to provide a message which parents of young boys could believe in and stand for! She strives to ensure that young boys explore their childhood in a positive way and aims to offer their parents practical ideas to infuse more fun, play, celebration of individuality and encouragement to try new things and get your hands dirty, so boys can build resilience and confidence.
A unique hand-lettered look was created for the Brave Tales logo. Anna was really keen to go away from the really slick, straight-edged style and instead have a rough, charcoaly look, which had a sense of playfulness, edginess and fun, while not looking like a child drew it! We avoided a dog being the primary component of the logo, so that the brand had room to evolve its characters and themes over time. The “Brave” text it set to a fun curved line, for an inspiring look and sense of movement, symbolically representing a journey, or bridge to get over. The cross-bar of the ‘A’ was designed to look like an abstract child with his arms reaching out in the air, really enjoying life! I also developed a fun animation, where the “A” in the logo had four different looks!
THE BRAND STYLE
A combination of a monochromatic colour palette with pops of neon green, charcoal style illustrations, quirky hand-drawn fonts and creative photography style combining photograph + illustrative elements, made for a very fun, modern, and creative look!
As usual, I developed a comprehensive suite of visual elements for the Brave Tales brand, but I’ve been really impressed with the way Anna has taken the elements and really run with them, creating amazing design pieces on her own. With her understanding of the Creative Suite, she’s been doing a wonderful job with utilising all the illustrations and elements, working within the framework I developed for her.
Here’s what Anna had to say about it “I’m so happy to have a set of design guidelines I can use when I’m creating my own marketing content and this creates a much more professional and consistent image… I’m so glad to have worked with Emma and I’ve learned a lot myself that I can apply later on.”
“Emma offers such a tailored, in-depth branding service that enables you to communicate a clear message to reach your audience. From concept all the way to design phase, I was so impressed with the way Emma went about the project and how she continued to stay in touch to discuss every important detail. She has such an extensive background in branding and design and it’s really fun to watch your brand come alive as she plays with various ideas and methods. Definitely include Soul Stirring Branding in your business budget, it’s worth every cent and more.”Anna Guljas
WHAT I DID:
Brand Strategy, Identity Design and Brand Guidelines
Business Cards Design
Social Media Artwork
WANT TO LEARN MORE ABOUT BRAVE TALES?
The Brave Tale’s online store has launched and their capsule clothing collection is coming soon! If you have a young boy and are craving something a bit more unique — just like him — then check it out!!
Want to learn more about Anna and her experience going through the branding process?
Read the interview I did with her on my blog here >