MASS KIDS is a merchandising store for children situated in Santa Catarina Street, Porto, Portugal. Being the first store of its brand, the goal was to create a joyful identity which could also appeal to adults’ taste. Therefore, the logo was inspired on the Memphis movement, its geometric shapes and playful vibe. Using yellow and green allowed to break tradition when associating colors with gender.
The store’s design and decorative elements derived from the logo’s geometric shapes, which were applied in patterns to the walls, lamps, counters and promotional tags. Many walls were also filled with illustrations related to the area’s theme, such as, party zone, fun zone and baby corner, and a seasonal one, on this case, related to Harry Potter. Other parts of the store had illustrations from a city, the city’s metro station and a metro platform.
