early grey clothing co.
Quality, ethically made children’s apparel for kids on the move
project scope
Brand identity
Packaging design
Social media design
Photography: Elza Photographie
Behind the brand
Early Grey combines comfort, style, and ethical consumption in the world of children's apparel. Founded by Gemma, a passionate modern mom, Early Grey emerged from a personal quest for stylish, high-quality pieces for her son Henry. Faced with a two options—big box stores offering cheap, bright, cartoon prints that broke down after a few washes, or expensive small shops with a primarily sad-beige aesthetic—Gemma identified a void in the market. The scarcity of quality apparel, adored equally by parents and children, fueled her determination to create a different option.
Rooted in her commitment to quality and dedication to making a positive impact on the world, Early Grey shines brightly in an industry saturated with fast fashion and overconsumption. What began as a mom’s response to her own dissatisfaction has evolved into a powerful brand with a loyal following of parents who share her values.
deeper meaning
The primary logo, characterized by clean lines and custom letterforms, conveys timelessness and quality. Rounded corners infuse a friendly and playful appeal, while the combination of thick and thin strokes maintains the maturity and confidence. The fluid, cohesive connection between letterforms not only enhances it’s memorability, but also serves as a lasting imprint, etching the brand into the minds of those who encounter it.
At the core of the brand, the sun motif serves as a symbol with a dual significance: a nod to Gemma's love of a cup of Earl Grey tea in the morning (also the namesake of the brand), and a celebration of the 'early' moments—a time of day so familiar to parents' routines, and the radiance of childhood and the early years.
The brand visuals weave together a narrative of simplicity, purpose, quality and playfulness, encapsulating the heart and soul of Early Grey.
Building an online community
In a crowded market, great products alone aren’t enough—you need a brand that people recognize and trust. Consistency plays a key role in building that recognition. For Early Grey, maintaining a cohesive aesthetic across social media helped foster trust and engagement with their audience. By posting frequently with a consistent look and feel, they’ve built a strong, recognizable presence. Over the past three years, their steady Instagram growth has led to a loyal customer base, and now, their product launches often sell out in minutes. In the highly competitive world of children’s clothing, Gemma’s consistency has been a key factor in creating an engaged and loyal community.
