Alf & Co

 The children’s independent

Alf & Co is a concept store for children and their families, sourcing only the highest quality sustainable brands from around the UK and Europe. Step inside and many of the things you’ll find come from independent makers and stockists, including inspirational ideas for childhood and Scandi-inspired styles for every child and their bedrooms.

Alf & Co is located on the high street in Nottingham and the brand we created brings together the sense of place evoked by the legendary Sherwood Forest, kids kicking leaves as they run carefree through the trees, and the elegant simplicity of Scandi design style.

Symmetry was key to achieving simplicity and we handcrafted each individual letter to create an understated custom logotype, with each gently curved letter balancing and working alongside each other. To put children at the heart of the brand, we commissioned illustrator Laura Marina to create a series of unique and distinctive illustrations for Alf & Co – inspired by the shapes, patterns and creatures found in Sherwood Forest, home of the iconic Major Oak.

Alf & Co’s mission is to bring like-minded families together and create beautiful, sustainable childhoods and we’re very happy to have been part of their adventure.