Timotei Kids

The Minions commune with Timotei

Creating a new range for children

As pioneers in natural hair care in France, and following the relaunch of its range in 2017 with a new without artifice positioning strategy, Timotei now wants to enter the children’s hair market in France with the licence for Minions-branded products!
Once again, the brand has decided to ask Crépuscule to design this range, with the challenge of winning over the dual target that is peculiar to this sensitive market: parents and children.  

Minions, so mild, so natural

To do this, Crépuscule first created the Timotei Kids logo identity: a fun, free-spirited logo that co-exists in perfect harmony with the mother brand.

The agency has worked hard to respect the brand’s DNA, but also to comply with the Minions’ licensing guidelines, in order to find the right balance between brand positioning and the iconic nature of the heroes of Despicable Me!  
The graphic identity, which is intended to be both natural and fun, has been developed to meet the expectations of both targets in the range:
- Reassuring for parents
- Fun for children

A design that conveys a message of joyful naturalness that neither children nor adults will be able to resist!