Butter-soft premium denims, redefined for kids

Blu and Blue, New York has redefined denim clothing with a sustainable consciousness. The brand brings elevated denim styles at approachable prices to mothers with young children. Wibe designed and developed the e-commerce website for the brand and also the look-books. The design challenge was to improve product discovery and help Blu & Blue customers analyse the product assortment and the value proposition.

The target audience was mostly mothers who needed to be convinced that denim, an unconventional textile choice, can work for their new borns and young children. We tried to break through this mind-set by use of emotive photography and a brand messaging that addressed the special texture of the fabric. We worked on creating a well organised catalogue with categories & sub-categories, present detailed product information in a non-verbose manner and give the customers a familiar yet distinctive feel of the brand.

The brand has earned great reviews, has been worn by many celebrity kids and has been featured in publications like Vogue, Forbes etc.