Building a lifestyle brand from the ground up for Studio Rikiki

My partner and I founded Studio Rikiki as an online lifestyle shop and we expanded to open a retail store and café in the heart of Copenhagen. Our passion project grew into a lively hub for the local community where folks could enjoy great coffee and homemade pastries while shopping for sustainable clothes and gifts for the whole family. We designed the brand from the ground up with a focus on creating a seamless customer experience from online to in-store, and back again. I was responsible for creating a constant flow of branded materials, social content, and digital campaigns, and designing and building the webshop as well as the physical boutique and café space.

defining our identity

From the beginning, we knew what we didn't want the brand to be—a loud, cluttered, "kids" brand with infantilized illustrations and intentionally reversed letters in handwritten fonts. So we set out to create a shopping experience that we would appreciate as young parents and lovers of great design. We curated clothes and home goods for the whole family, and constructed a shop space that was grown-up yet welcoming to the little ones, with toys to play with and an "it's okay to touch everything" attitude. Topping it all off was the organic coffee and tea, and freshly made pastries that made a satisfying experience for all our guests.

Our primary motif is a sprinkling of different shapes reminiscent of children's building blocks, presented in an abstract way to maintain simplicity and stray from the literal approach present in so many other brands for children. We aimed for an elevated, yet approachable aesthetic. Refined, but never snooty.

a tale of two experiences

I designed the web shop experience to be minimal in keeping with the brand guidelines we set forth. Emphasis placed on clear navigation, beautiful product images, and a simple checkout experience. We encouraged online customers to visit our Copenhagen shop by offering free, scheduled in-store pickup. This was a great way to maintain sales and reduce crowds during a time of social distancing. Reinforcing the benefits of both visiting in store and ordering online, reduced barriers to purchase and increased brand engagement and loyalty.

a sophisticated, yet playful brand ecosystem

The neutral tones and ample white space lend to the light and airy feel of the brand creative. From Instagram content, to signage, to the café design and layout, the aim is to induce a feeling of calm, comfort, and trust. Introducing materials and textures such as soft wood, marble, canvas, and linen gave the spaces an air of distinction. Interweaving graphical brand elements and patterns injected the right hint of fun.

the tangible customer experience

Takeaway cups, retail bags, and shipping packages are a fun, and vital, component of the identity package. Creating something that goes out the door in your customer's hand, serving as a little marketing message and stamp of approval, is a design opportunity not to be overlooked. Custom-printed tissue paper with a handwritten thank you note packed with every order, subtle use of the logo, and impeccable customer service all contributed to positive brand impressions and repeat business.

infusing the brand with hygge

Studio Rikiki is all about coziness, quality, and community. From shopping online, to a visit to the café for weekend brunch, the design, layout, menu, and curation all compound for a relaxing and welcoming encounter. Every aspect of the brand experience is meant to invoke hygge.