Kiwi Kids Outdoors

Brand Identity Design, Custom Font

Kiwi Kids Outdoors was born from Founder Jasmine Trafford’s desire to support parents in making the outdoors a regular and joyful part of everyday life with their children. It's a brand with heart, on a mission to inspire families across Aotearoa to connect with nature and each other through simple, everyday adventures.

Jasmine came to me with big plans and a clear vision; she wanted a brand that felt warm, approachable, and grounded in the natural beauty of Aotearoa. I designed a whimsical, hand-lettered serif logotype with soft, rounded details that give a sense of childlike wonder and nostalgia. It brings in a fairytale quality while remaining grounded and down-to-earth; an intentional nod to both imagination and authenticity.

A key part of the identity is the inclusion of the piwakawaka. The cheerful, social fantail that flits through native bush with curious energy. It symbolises playfulness, curiosity, and connection; everything Jasmine wanted the brand to stand for.

While my initial hand-drawn versions leaned too detailed, I eventually landed on a simplified, cut-out illustration style that felt organic and childlike. This version captured the bird’s essence without overwhelming the logo, giving the brand an iconic, friendly mark that would be instantly recognisable.

The result is a joyful, authentic brand identity that is full of personality. The custom logotype was expanded into a full alphabet custom font called BushWalk for consistent use across all touchpoints, giving Kiwi Kids Outdoors a versatile foundation to grow.

We’ve laid the visual groundwork for a trusted, community-driven brand; one that encourages everyday families to slow down, head outside, and rediscover the magic of nature, one small adventure at a time.