A Neighbourhood Concept Store for Modern Families
Familiar is a community-first concept store built around that warm, fuzzy feeling of finding something that just feels right. Founded by Heidi, a Finnish mum of two living in Manchester, the brand is rooted in a deep understanding of product, quality and family life. With a background in accessories buying and years spent sourcing and testing children’s products first-hand, Familiar champions sustainable, often women-owned brands that prioritise comfort, design and ethics. The vision was to create a neighbourhood destination filled with inspiring products for families, kids and pets - feel-good finds you won’t discover on the high street, designed to bring a little more magic to everyday life.

Our solution was to build a brand world that feels playful, personal and instantly recognisable. We created a distinctive logo and stand-out colour palette designed to cut through while still feeling warm and welcoming. To bring individuality and charm to the identity, we illustrated a parade of characters that appear across every touchpoint - adding movement, storytelling and personality to the brand. One of these, Mr Chips, was inspired by a drawing from the founder’s daughter, grounding the brand in real family life and reinforcing its heartfelt, community-led spirit. The result is a flexible, expressive identity that feels joyful and familiar all at once - proof that in a world as unpredictable as a toddler on a sugar rush, we all need something Familiar.