Villagers Studio reimagined Babahoola, a British children’s decor brand, with a playful yet professional identity inspired by the wonder of discovery through a child’s eyes. The new brand system features a dynamic logo with animated eyes, a dual-typeface approach bridging children and adults, and textured illustrations reminiscent of hand-drawn art to evoke warmth and imagination.
The Brand Identity interviews Sam Smith, founder of Villagers Studio, a remote-first design practice that assembles bespoke teams for each project. Smith discusses the studio’s trust-based model, its flexible, community-oriented approach, and its mission to bring joy to the branding process. The conversation explores the studio’s early projects, challenges, and ambitions for growth and mentorship within the creative industry.