Black Pig paws over babywear start-up look

Fledgling babywear brand White Rabbit has turned to Black Pig to create its brand identity, garments, packaging and labelling, all due to be unveiled in October.

The clothing range is aimed at babies up to 18-months-old and will be available for the first time in London’s Selfridges, from October, and across other ‘selected boutiques’ in the capital by Christmas, says Black Pig managing director Sarah-Jane Higgins.

The consultancy was given the brand’s name and briefed to create an identity. It created a marque based around a rabbit paw print, featuring mauve and pink colourways and easily reproduced on to garment labels, says Higgins. Packaging includes opaque drawstring linen bags.

The garments are designed to help parents dress their babies more easily, she says.

Black Pig was appointed without a pitch on the strength of a previous relationship with White Rabbit founders Rupert and Sarah Findlay.