The Cotton Tale
Baby Clothing Rebranding
Where every little outfit tells a story.
The Cotton Tale re-entered the e-commerce world stronger than ever with a refreshed brand name and concept designed to capture hearts.
The new name draws inspiration from bunnies — universal symbols of liveliness, innocence, and joy. The playful word swap from tail to tale reinforces the brand’s core promise: "Each clothing piece tells a unique story."
This storytelling approach highlights the brand’s signature prints, thoughtfully illustrated by local artists and designers, making every piece not just adorable, but meaningful.
Rebranding | Brand Identity Design | Packaging Design
Rebranding: Why is it important?
In a crowded, fast-evolving market, rebranding allows a company to stand out, stay relevant, and build deeper connections with new and existing customers. A refreshed, strategically crafted identity can reposition a brand, give it a competitive edge, and spark renewed loyalty and excitement.
Previously known as Anak n I, this home-grown baby clothing store originally drew its name from the Malay word Anak, meaning "child." While heartfelt, the name wasn’t widely understood in Singapore’s diverse market, and the brand lacked a clear design direction to tie its offerings together.
The rebrand to The Cotton Tale introduced a new name, story, and visual identity that better captured the brand’s warmth, playfulness, and focus on storytelling through clothing. This strategic shift positioned the brand to engage more effectively with modern parents, while highlighting its unique selling point: each piece tells a unique story through prints designed by local artists and designers.
Logo Concept
The logo features a hand-drawn bunny, adding a touch of authenticity and warmth while conveying a playful, soft, and welcoming feeling.
The bunny perfectly personifies the brand on multiple levels: it plays on the phrase "cotton tail," and embodies the lively, joyful spirit that resonates with both children and parents. Beyond cuteness, bunnies symbolise imagination — aligning beautifully with The Cotton Tale’s brand traits of creativity and storytelling.
Adorable and cuddly, the bunny serves as an approachable, lovable brand ambassador — helping The Cotton Tale connect emotionally with its audience and stand out in the baby clothing market.
Purple is often associated with creativity, while turquoise inspires self-expression. When paired together, these colours ignite imagination — a core value The Cotton Tale champions.
Imagination supports the development of social, emotional, creative, physical, language, and problem-solving skills in children — the very users the brand is designed for.
To balance and energise the palette, warm secondary colours are introduced, adding vibrancy and a sense of joyful liveliness that reflects the brand’s playful spirit.
The Cotton Tale’s brand illustrations are hand-drawn to resemble children’s drawings, capturing a sense of playfulness, creativity, and pure imagination. These whimsical visuals strengthen the brand’s storybook charm and make every touchpoint feel warm, relatable, and joyfully childlike.
