Brand strategy and design for Five O' Six - a mindful, timeless and minimalistic kid's clothing brand from Australia. We redefined the concepts that the new brand identity would reflect, in order to create elements that would represent the ethical, caring character, and high quality of the brand and its carefully crafted products. Typography is elegant and simple, and the “o” was altered to be disguised as a 5 and a 6 in a minimal and playful way.