Shaping the future of modern preschool branding
ABOUT THE
BRAND
Curious Gigglers is a modern preschool that believes childhood should be filled with wonder, not pressure. Founded by Divya Saluja Bindra, the goal was to create a joyful first step into education, the school encourages children to learn through curiosity, exploration, and meaningful experiences rather than chasing early milestones.
For this kids school branding project, our challenge was to create a brand identity that reflected the school's philosophy while standing apart from the predictable visual language seen across the education sector. Instead of relying on generic classroom icons or academic symbolism, we built a personality that celebrates imagination, confidence, and the excitement of discovery.
Through a strategy-led approach to school branding, Curious Gigglers became more than a preschool, it became a place where children feel encouraged to ask questions, parents feel confident in their choice, and every interaction reinforces the belief that today's curious minds become tomorrow's fearless explorers.
FINDING BRAND'S EDGE
WHAT WE FOUND
Today's early education often celebrates achievement before curiosity. Many preschool and school brands promise faster learning, bigger milestones, and academic success, leaving little room for the wonder that defines childhood. We saw an opportunity to build a kindergarten school brand identity that reminded parents learning begins with exploration, not pressure.
WHAT WE CHOSE
Instead of centring the brand around books, grades, or classrooms, we built an education brand identity inspired by curiosity itself. Playful visuals, expressive typography, joyful colours, and friendly illustrations came together to create a preschool brand that feels imaginative, welcoming, and full of discovery, reflecting the belief that every child learns differently.
WHAT WE REFUSED
We deliberately moved away from the predictable language of school branding like generic fruit illustrations, graduation caps, rulers, and overly academic visuals. Instead, we created a preschool brand identity that celebrates childhood as it should be, colourful, playful, fearless, and driven by curiosity rather than competition.
HUMANISING
THE BRAND
If Curious Gigglers were a person, it would be the teacher every child runs to before class begins. The one who sits on the floor with them instead of behind a desk, and answers every "Why?" with a smile instead of dismissing them. She celebrates their messy paintings, curious questions, and tiny victories, believing confidence grows when children are free to explore, imagine, and learn at their own pace.
That personality became the foundation of the brand. Through Chapter Red's strategy-led branding process, we translated these human qualities into Curious Gigglers' tone of voice, communication style, and school's brand identity, creating a preschool brand that feels playful, reassuring, and full of possibility.
CRAFTING THE
IDENTITY
Childhood isn't perfect.
It's colourful, messy, curious, and full of imagination and the identity was designed to reflect exactly that.
The expressive lettering celebrates creativity, the hidden smile captures the joy of learning. Every colour chosen carries meaning which the founder wanted to promote through children: Purple for curiosity, Blue for calmness, Pink for empathy, and Yellow for joy.
No single element was chosen just because it looked good, but to reinforce the values Curious Gigglers wants children to experience every single day.
The result is a distinctive school brand identity that's playful enough for children, meaningful enough for parents, and flexible enough to grow across every touchpoint.
BRAND'S HERO:
THE MASCOT
Children don't see labels until adults teach them. So why should their mascot have any?
That is why we decided to not design a boy mascot or a girl mascot. It should be a neutral element and we decided to build it from the simplest shape of all — "a circle". It is a familiar shape to be recognised by toddlers and it leaves room for every child to imagine their own story.
From there, the mascot transforms effortlessly into an artist, musician, scientist, or explorer, reinforcing the school's belief that childhood is about discovering who you can become, not fitting into who you're expected to be.
Our philosophy was simple, "a mascot shouldn't tell children who they are but, it should spark a curious thought they can be anyone."
