Gray Label is a global lifestyle brand that aims at contributing to a world in which children can be their true selves. Their efforts are focused on making minimalistic and easy-to-wear children’s apparel available to as many children around the world as possible.
In addition Gray Label is 100% organic and widely recognised as a pioneer in integrating sustainable and responsible practices in everything they do. They feel that if they respect children, they should respect the world they live in too.
At JOLLY&JOLLY, we've advised Gray Label with defining their brand identity and positioning. We've helped the label to formulate their brand promise and bring it to the core of their organisation. Together with photographer Anne Dokter, we created the FW17 and SS18 campaigns in which every image expresses what the label stands for. We were also responsible for the introduction of their bed linen collection (fall 2017). In addition we provided the label with a social media strategy and advised on the interior design of their flagship store in Amsterdam. To us, Gray Label is the perfect example of a brand that strives to make a positive impact on the world and people's lives. For more information please visit: www.gray-label.com