The Den Kit Company began 
with the seed of an idea, planted 
and tended by Kay and Jo who as mothers, primary school teachers and Forest School Practitioners, 
are both passionate advocates 
of outdoor play.

The brief.

Like many great businesses, The Den Kit Company was started from a kitchen table in 2008 after identifying the clear benefits of creative, fun & unprescribed outdoor play for children’s mental and physical health.

As the company grew, it was recognised that there was a real need for a refreshed, modern brand to better showcase its product range, competing both on shelf and online in the crowded toy and outdoor activity market, whilst reflecting the core values of what makes TDKCo so appealing to it’s audience.

Our Approach.

Following extensive brand workshops, strategy meetings, full marketing and packaging audit, as well as in-depth market research, we developed a creative approach that focused on celebrating the child’s journey in exploring the outdoors through Den Kit’s creative, adventurous, fun and authentic products.

The concept of ‘collecting these childhood outdoor experiences’ in a similar 
way to a traveller collecting badges from the different locations they visit became the big idea on which the brand world was formed. The strapline 
‘Made for Adventure’ was as equally thought provoking due to it’s double meaning referencing how the products were produced whilst also being the catalyst for outdoor play.

We built The Den Kit Company’s brand world, developing a suite of creative assets that allowed the brand to flex and move in interesting ways across all media, without relying on a single logo to do the heavy-lifting. It was important 
to showcase the brand’s heritage and commitment to sustainability through an identity and website that reflects its past while embracing the future.