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Babyshop – a network of stores selling products for children from 0 to 16 years old. It has existed since 1973 and has 235 outlets in 16 countries — in the Mideast, in Africa and Southeast Asia.

Services provided:
creative concept
Technology stack:
Illustrator, Figma
project manager, web designer

Main goal

Babyshop has a logo, but not a mascot. Our goal is to create a mascot character that would represent the brand and make communicating with children and their parents through the website easier.


To develop a creative concept for a contest,  create a promo page design for conducting a child contest.


To create a mascot character  Babyshop decided to ask its little customers for a little help and launched a competition. Children got to think up a character, describe and draw it, put a picture on the website with other contestants. Then the jury picks three most interesting images and a professional designer refines them. The best one, which is chosen by popular vote on the promo site, becomes an official Babyshop mascot.

Functionality and structure

At the beginning of the work Babyshop representatives sent us two presentations- 23 pages each. There was a lot of information, but we needed an additional interview anyway.


We had to ask extra questions to understand the material. Is it possible to draw directly on the website or contestants have to upload pictures? How are they moderated? What if a child would like to delete his picture  and upload a new one?


The answers helped us and a client. As a result we’ve developed a simple, clear and functional page structure, and Babyshop  detailed contest system.

 Page design

Besides developing a creative concept for Babyshop, we had to create  a design for the contest promo page. Client wanted a website to be interactive, fun and imaginative. It should take children to a wonderful fantasy land and interest them from the first glance.


A little website companion for children would be a magical pencil that asks to draw him some friends and guide a child  throughout the website.

From the first screen a pencil helps children to navigate the site and understand the competition rules. He shows how to use the interface, where and what to write, how to draw. This friendly and funny character speaks the same language as a child.

The page has a very simple interface- minimum buttons, simple titles, visible thumbnails for every child to understand.


There is a section with detailed contest rules for parents and a button with all the information about judging for those children who would like to be on the jury.


In the upper right corner you’ll find a chatroom where you can chat with consultants, clarify the contest rules and get your questions answered.

The order of creating and posting a work

There are two ways to get the drawing to the webpage: upload a picture from a computer or to draw it directly on the site using an interactive whiteboard. You can use a mouse, touchpad or simply your fingers if open the site on a tablet.


A real creative freedom.

Paints of different colors, paintbrushes and geometrical figures are collected to the left of the board. Little artists, who find it difficult to control the mouse yet, can sculpt a character from those figures.

On this page a child can name his character, describe his abilities, tell more about a picture.

Cartoon colors resonate with ones from a brand book. Bright and vivid backgrounds and soft music create a magical atmosphere.

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