Sweet Petit came to us with an ambition: to evolve from a loved in-house label into a distinctive, internationally appealing brand with a clear point of view. Our role was to define the brand DNA, brand expression, and communication platform that would give Sweet Petit a confident and enduring identity.
The Netherlands consistently ranks among the happiest countries in the world — and much of that is credited to a cultural philosophy that lets children be children: freedom with responsibility, independence grounded in security, and an everyday celebration of small moments.
We recognised a natural alignment between this outlook and Sweet Petit’s calm, understated aesthetic. The brand already embodied a softness and sincerity that felt distinctly Dutch; it simply needed a platform to express it.
We created a brand foundation that expressed Sweet Petit’s uniquely Dutch sense of childhood — warm, imaginative, and quietly confident. This became the organising idea for the entire brand book, guiding design, storytelling, tone of voice, product narratives, collection architecture and audience definition.
Across the brand book, this cultural lens shows up in:
We delivered a full brand book that clearly defines:
Every section is tied back to the overarching idea of Dutch-inspired childhood: calm, imaginative, confident and free.
The result is a distinctive brand platform that:
Sweet Petit now stands on a strong strategic and creative foundation — one that honours Dutch culture, celebrates real childhood, and positions the brand to grow with confidence.
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