Gray Label

Brand Book
Brand Story
Campaigns
Lookbooks
Social Media Strategy

Creating the identity and positioning of a child centered brand

At Gray Label, children are at the heart of everything they do. Their philosophy is simple: children deserve to be seen and respected as who they truly are. Clothing should never define a child’s identity, but leave space for their natural self to unfold.

Beatrice supported Gray Label in clarifying their brand identity and positioning. Through this process, their brand promise surfaced with new clarity and became a guiding principle throughout the organization.

www.gray-label.com

Person holding large pink balloon that covers their upper body and head, standing against a white wall and white floor, wearing beige shoes, striped pants, and a light-colored top.
Two children, a girl and a boy, in black and white. The girl has long, wavy hair and a neutral expression, wearing a sweatshirt. The boy has shoulder-length hair, looks surprised, and is wearing a dark shirt with a hoodie over his head.
A group of ten children standing in front of a large tree in a natural setting.
Two children, a girl with braided brown hair and a boy with curly brown hair, laughing and playing outdoors near a large tree with textured bark.
A large, sprawling tree with dense foliage and a thick trunk, standing in an open field with rocks and grass, under a partly cloudy sky with sunlight filtering through.
A young girl with curly hair floating in the air holding onto a string connected to a peach-colored balloon, surrounded by several other peach-colored balloons on a white background.
Black and white photo of a person wearing a hooded jacket, touching their face with one hand, and staring at the camera with a serious expression.
A side profile of a woman with short, dark hair, looking downward, in black and white.
A young girl in a pink dress standing outdoors near a white wall, looking down with a peaceful expression. The sky is partly cloudy with a bright, sunny atmosphere.
Seven children of different ages and ethnicities standing against a plain white wall, some sitting, some standing, one jumping, and one holding another child.
A shirtless boy with long hair jumping on a trampoline outdoors during daytime, with green foliage and trees in the background.
A child lying in bed with arms raised, covered with dark gray and mustard yellow bedding, and matching pillows.
A young girl with brown, slightly messy hair looking to the left while leaning on a large yellow cushion or blanket.
A young girl standing on a bed, holding a large yellow pillow in front of her. She is wearing a gray t-shirt and gray pants, with her barefooted feet on pink bedding.
Two pairs of legs, one with pink socks and one with black socks, raised against a plain white wall, with pink fabric surface beneath.
A close-up of a young child with a shaved head, resting their face in a hand, with an adult's hand supporting their head against a plain, muted green background.
Close-up of two tattooed arms, one resting on the other's shoulder, with a person wearing a striped shirt and another in a white shirt.
A baby with light skin and dark hair, wearing a black-and-white striped shirt and mustard-colored pants, is sitting on an adult's lap. The adult has visible tattoos on their arm and hand, and is holding the baby gently.