Spoiled Angel Kids Sleepwear: Label, Hang Tag & Packaging Design

Client & scope

Spoiled Angel is an established sleepwear label selling to the missy market online and in retail, based in Midtown Manhattan’s Fashion District. When the label moved into girls’ sleepwear, Designland created the identity for the kids’ line and the full trim and packaging system around it: the label mark, prints, hang tags, neck labels and the packaging riders that sell each set at retail.

The problem

A successful missy label moving into kids’ sleepwear has to feel like the same brand while speaking to a different shopper: a parent buying for a child. The line needed to feel cozy and playful without losing what made the core label work.

In sleepwear, the packaging does a lot of the selling. Sets are folded and carded, so a shopper often sees the rider and the hang tag before she ever touches the fabric. Those pieces had to carry the brand on their own.

What we did

Label mark. We carried the Spoiled Angel name into a softer, kid-friendly voice that still reads as the same label.

Packaging riders. We designed the girls’ riders, the printed cards that wrap and present each set, as one system that flexes across prints and colorways while the brand stays constant.

Hang tags and neck labels. We built the trims on the same system, so the line reads as one brand from the neck label to the rider.

Prints. Surface designs and repeats were developed to sit comfortably next to the packaging, so product and package look like they belong together on the shelf.

Everything was delivered as production-ready art for the factory and printer.

Why it matters

Kids’ sleepwear is bought with the eyes first. A rider, a hang tag and a label are small, but they are what a shopper reads in the two seconds she gives a set. Getting them right is how a new line looks established on day one.

Building a sleepwear, intimates or kids’ line? See our apparel branding and tech pack services, or start a project.

Brand, product and the pitch that sells it — from first concept to the buyer’s table.