Children’s fashion is currently an extremely wasteful industry, but Hyber wants to address this by simplifying the life of the sustainable family and promoting the values and benefits of a circular economy.

Hyber’s brand and identity came together under the tagline ‘small circles big impact,’ that highlights the wider effects of making sustainable consumer decisions everyday. It emphasises the collective power of individual children to make a big impact when their parents pool their resources.

This tagline informed the creation of the Hyber logotype which was built from semicircular components to represent the circular economy. The same semicircles also function as containers for branded photography and custom-drawn seasonal patterns. Finally, a hand-drawn serif complements a geometric sans serif, ensuring the brand retains its childlike charm across written materials.