An international-standard everyday wear brand for children.

Founded in 2020, Ilaby has become one of Vietnam’s most trusted childrenswear brands. As the company entered a new stage of growth, the brand set out to reposition itself as an international-standard everyday wear brand for children.

To support this transformation, Layer developed a visual identity system built around the balance between two core values: the vibrancy of childhood and the standards of an international brand.

The identity combines bright colors with a minimalist visual language, bold graphic forms, and structured layouts to create a brand experience that feels approachable, safe, and trustworthy. The system was designed to maintain consistency across every touchpoint, from packaging and retail environments to digital communications.

The new logo retains the warmth and friendliness of a handwritten wordmark while introducing a more disciplined structure through carefully refined proportions and alignment. This balance between emotion and order allows the logo to communicate both approachability and trust.

In addition, Layer reimagined the Hot Air Balloon — a familiar element that had long been associated with Ilaby — as a strategic brand asset. No longer limited to storefront applications, the symbol was expanded across packaging, products, retail environments, and communication materials, helping build a distinctive and memorable brand ecosystem.

The project marks an important step in Ilaby’s evolution, transforming the brand from a familiar childrenswear label into a more contemporary, cohesive, and future-ready brand.