Peach Boy is a high-end children’s boutique, offering a curated selection of toys, picture books and clothing. The store’s name is a reference to a popular Japanese folktale in which a young child is born from a giant peach and grows up to save his village from a band of marauding demons. Drawing inspiration from the name, a joyful yet contemporary identity was developed, with a playful logomark as a nod to the folk hero himself. Complimentary graphic elements extend the whimsical feel of the brand across
a suite of applications, including stationery and retail packaging.