Cassie & Friends
Brand Design. eCommerce Web Design
A Brand Identity & eCommerce Website for a Play-Based Wellbeing Program
The Brief
Miss Jacqui spent 35 years in early childhood education and watched emotional wellbeing slide down the priority list while academic outcomes climbed. She'd already built Cassie & Friends, a play-based program for kids aged 3–8, but it lived only in her head and on scattered social posts.
The goal was a visual identity that felt like a hug — warm, retro, character-led — and an ecommerce site where families could find and buy the plush toys, books and learning materials that bring the program to life.
Client:
Cassie & Friends
Industry:
Early childhood learning
What I created:
- Full Brand Strategy & Positioning Document
- Primary logo plus supporting variations
- Curated font system and accessible colour palette
- Brand guide for ongoing usage
- Two supporting brand design pieces
- E-Commerce website (WordPress + Divi)
- SEO keyword-optimised website copy
- Product photography upload and optimisation
- Payment gateway and shipping setup
- MailerLite newsletter setup
The Logo Suite
The Colour Palette
Sunshine yellow and toasted orange carry the warmth — the colours that make the brand feel safe before a single word is read. Soft cream sits between them, giving the palette room to breathe.
A deep, earthy rust grounds the system, doing the quiet work of shadows and text, while a dusty lavender adds an unexpected softness — a colour you don't usually see in a children's brand, which is exactly why it works. Coral red carries the energy, built for buttons and moments that need attention.
Together, the palette feels less like a classroom and more like a hug — exactly the brief Miss Jacqui gave us.
The Brand Toolkit & Illustrations
A library of peace signs, daisies, rainbows and smiley faces carries the retro feeling into every touchpoint — lunchboxes, backpacks, feelings posters, the site itself. Nothing about it feels clinical.
Every mark is designed to feel handmade and human, aligned with EYLF and QKLG without ever looking like it.
Website Design - eCommerce / Shop
"Absolutely incredible experience!
From day one, Baby Lion Design Co made the entire process so easy and completely stress-free. Kimmie was not only super knowledgeable, but also genuinely friendly and fun to work with... which made such a difference.
I'm so happy with the end result and would 100% recommend Baby Lion to anyone looking for a website with impact. Truly amazing!"
- Jacqui, Owner/Founder
The Character - Cassie the Cow
Cassie the cow was illustrated by Peter Townsend, the artist behind Bananas in Pyjamas, The Wiggles and Fergus the Ferry. She became the emotional core of the brand — a hero character built to carry warmth across every touchpoint, from the homepage to the packaging on Jacqui's learning materials.
A clean, retro wordmark sits alongside her for everyday use, so the brand stays flexible and recognisable at any size, in any context.
