Our client requested a childcare brand that was friendly, visually strong, and aligned with its niche market.
![](http://danchie.com/wp-content/uploads/2019/01/Second-slide-temp-Fritzchen.jpg)
Our challenge was to create a brand that could be extended to four products without losing the focus on “Fritzchen”.
![](http://danchie.com/wp-content/uploads/2019/01/Fritzchen_third_slide-01.jpg)
We segmented the products by varying the colors and icons of creatures which we gave human qualities.
![](http://danchie.com/wp-content/uploads/2019/01/Fritzchen-Collarerals-01.jpg)
Ocean blue was the main color for the brand, and the extended brands featured saturated colors with full and round imagery.
![](http://danchie.com/wp-content/uploads/2019/01/third-slide-Fritzchen-01.jpg)
The result was a brand that was clean and friendly, but also evocative of a strong German personality.
![](http://danchie.com/wp-content/uploads/2019/01/Fritzchen-04-01.jpg)