What if Anthropologie developed a brand for kids furniture and décor?
Disclaimer: This is a personal project and does not reflect anything of URBN, Anthropologie, or its subsidiaries.
Our Story
Anthropologie, as a subsidiary of URBN, has already extended its breadth through the creation of two additional brands: Terrain, a garden and home brand, and BHLDN, a wedding dress and more brand. Both have been successful extensions of the Anthropologie philosophy, catering to similar customers in different areas of their lives. I believe there is an opportunity to further extend the Anthropologie brand, and to attract similar customers once again, through the creation of a sub-brand focusing on young children.

My proposal for this brand is Whimsy, focusing on kids bedding, furniture, décor, and more. The line is targeted at the 30–45 old woman who shops at Anthropologie for herself and wishes to pass on her creative style to her children. Mom already loves the eclectic and unique pieces she finds for her home at Anthropologie; therefore, it is only natural that she would want to extend her style into the décor of her children’s rooms with pieces from Whimsy.

Whimsy Branding
Whimsy’s Muses
Just like Anthropologie, Whimsy defines its product offering through the use of different lifestyle muses: dreamy, comfy cozy, classic cute, and sweet & playful. These muses represent the spirit of Whimsy and the young girls it aims to offer product for.

Colors

These four colors were chosen to emulate the four muses of the Whimsy brand: dreamy, comfy cozy, classic cute, and sweet & playful. These soft, pastel hues can be mixed and matched for an eccentric, unique feel and offer the brand a sense of direction.
Fanciful Canopy Bed

The Fanciful Canopy Bed is my proposed design for a children’s bed that will fall under the muse dreamy. The bed is designed around the idea of “nesting;” many young children love to nest in bed by surrounding themselves with pillows and even stuffed animals to create a personal, comfy, safe space. A round shaped bed facilitates this sort of “nesting,” following the form of a traditional bird’s nest. To add to the feeling of safety and coziness, there is a hanging canopy that covers the bed frame. Finally, lots of pillows are added to soften the bed and make it a great spot for children to “nest.”
Bedding and Décor

Encouraged to be sold alongside the Fanciful Canopy Bed are an array of hand drawn decorative pillows and a hand painted bed quilt. The pillows depict animals that love to nest (owls and birds) and an assortment of other natural elements that would be found around them, such as flowers. The Flora Bed Quilt is in a calming, soft pink color and also depicts other flora that would be fitting around a nest.


Disclaimer: This is a personal project and does not reflect anything of URBN, Anthropologie, or its subsidiaries.
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