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Playful yet sophisticated, the logo and illustrations for Guili Guili, a retailer of
childrens clothes, toys, and gifts, appeals to both children and their parents.
DE SIG N
ELFEN
CR EATI
V
GUTO EV
DE SIG NE
WAYN E H
CL IEN T
GUILI GU
Guili Guili
A FUN N AME
Guili Guili is a retailer of children’s clothes, toys, and gifts
based in Cardiff, Wales. The shops stock exclusive, high-end
European children’s wear brands and is well known for its
vibrantly colorful designs and high-quality toys and gifts.
Guili Guili needed an identity that would position it as an
innovative, fashion-forward market-leading company and
would capture the attention of its target audience.
One of the biggest challenges of this particular naming and
identity project was that it needed to re ect the meaning of
the company name, but not in a literal way; the name Guili
Guili is French for “tickle tickle” (pronounced gill-eeee gill-eeeee).
Th
id
le
a
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DE SIG N FIR M
EL FEN
CR EATI VE DI R EC TOR
GU TO EVA NS
DE SIG NE R
WAY N E HAR RI S
CL IEN T
GU ILI G U IL I
and
g of
uili
-eeeee).
The name Guili Guili is French for “tickle tickle.” Guili Guili needed an
identity that would position it as an innovative, fashion-forward market-
leading company and would capture the attention of its target audience.
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PLAYI
For Gu
they w
a chic
numbe
recogn
charac
After e
created
Guili s
to imag
Elfen recognized that, in addition to developing a logo, using
character illustrations would also add value to the brand.
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Playful
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The Guili Guili birds are integral elements that appear on all the store’s materials.
PLAYING W I TH IDEN T I TY
For Guili Guili to position itself in the high-end retail market,
they worked closely with the design agency Elfen to develop
a chic yet playful brand. Having previously worked on a
number of projects that targeted a similar audience, Elfen
recognized that, in addition to developing a logo, using
character illustrations would also add value to the brand.
After experimenting with different organic forms, Elfen
created their own species of bird, the “Guili Guili.” Guili
Guili seemed like the perfect name for a bird and it was easy
to imagine it trilling the “guili guili” sound. They envisioned
the bird as a colorful, playful character perfect for children,
especially with its giggle-inducing name. This, in turn,
informed the logo itself—a kid-friendly typeface framed by
an organic shape.
The client was delighted with the logo and illustrations because
they proved to be popular with children while also appealing
to parents. An important part of this brand’s personality is
the Guili Guili bird, which appears on all corporate materials
including business cards, yers, and shop exteriors.
ing
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