Launching with four locations across Queensland and with aspirations for national expansion, Theory were approached to help position Eden Academy as the industry leader in premium childcare.

We defined the brand’s values and personality traits, and crafted the brand ethos – “nurturing curiosity” – which underpins the whole identity. The new brand was designed to appeal to the key educational decision makers – mothers aged late 20’s to early 40’s. Inspired by the brand name, the identity reflects the company’s ecological credentials and their focus on the outdoors. A secondary ‘scribble’ device demonstrates a fun, playful and curious personality whilst maintaining the grown-up, premium aesthetic that will best resonate with the affluent target audience.