Branding luxury childrenswear inspired by the African Fulani tribe

Calling on our luxury branding expertise, Petit Tribe invited us to work with them from the beginning, developing the concept into a fully formed clothing brand.


As a completely new brand in luxury childrenswear, Petit Tribe needed to make a splash and ensure that it launched with well-defined positioning.


We started with brand strategy, working in conjunction with the creative direction of Joanne Yulan Jong.

Led by their signature giraffe head symbol, the visual identity features a crisp, contemporary wordmark and a ‘house’ geometric print. We applied this identity across a range of printed packaging including shopping bags, gift boxes, tissue paper, woven garment labels and swing tags.

We also designed and developed the Petit Tribe website, which launched in February 2015. Built using WooCommerce on the WordPress platform, the website provides easy access to the online shop, personal account areas, social media, and in-depth information on the brand.

The brand has been showcased at the prestigious Next Talents scout initiative of Vogue Italia & (owner of NET-A-PORTER) in Milan. Adding to the kudos is the fact that Petit Tribe was the very first childrenswear brand to be featured in ‘The Next Talents’, and was one of only eleven brands to be chosen from around the globe.

First lady of fashion, American Vogue’s editor Anna Wintour OBE, attended the event and visited the Petit Tribe stand. She personally complimented the branding and packaging that Leidar designed and produced.

Project undertaken by Grain previous to its merger with Leidar in February, 2018.

I am writing to say a big thank you and a massive well done to everyone for helping me achieve my dream…I honestly couldn’t have achieved this without you! The branding is everything and the website is extremely beautiful.

— Olatoun Jolaoso, Founder