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AFTRHRS —
Cocktail Club & Music Venue Brand Identity
Date
April 2026
Services
Brand Strategy, Visual Identity, Web Design & Development, Campaign Design
CREDITS
Designer
Emily Simmons
(01)
CHALLENGE
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(02)
STRATEGY
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(03)
BRAND IDENTITY
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(04)
WEBSITE
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(05)
OUTCOME
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
"Within a few months of launching the new brand and website, we were fully booked for the season and have seen a 400% revenue increase compared to the previous year."
Matt Palmer
Owner, Second Nature Solutions
