As a blogger and writer many press look books and press releases land on my desk. As a designer, very few make me dribble in the way that the NONO look book did when it arrived from the Veldhoven group. 

I am a HUGE fan of the clothing brand Sandwich_, and am hooked on the quirky, effortless styling and amazing quality of the clothing ( I mentioned it in my At Home Magazine Diva Diary this week). NONO is the children’s clothing brand by Veldhoven, and the whole branding concept and execution is beautiful.

The lookbook actually doubles up as a children’s storybook, doll cut-out workbook and tangible activity book for children. Frankly, I love my copy so much the Minis are never going near it, and it will stay firmly on the shelf in my office as a creative inspiration tool.

I spoke to the guys at NONO and asked about the project:

What were your main criteria for designing the NONO brand book?
For many years all of our communication was focused on the product and very little was presented about NONO as a brand. We felt it was time to change this and to let the world find out more about our identity. To establish this, we needed a tool to describe who we are and to help us preserve our DNA.

This was our starting-point, however, other important conditions were:

• It should be directed at the girls themselves, and less towards their mums.
• The “do-it-yourself” theme should be incorporated
• Tactility

How many people were involved in the process of design, illustration and artwork?
About 20 people were involved in this project, so we can safely say that the Brand Book is truly a result of good team-work; because every link is as valuable as the other.

Of course the NONO design team, led by Karlijn Kragting, played an important part in this, along with our senior concept designer, Sofie Spindler, who was responsible overall and put the team together.
Other names we certainly need to mention are Sarah Jane Threipland (copy), Elza-Jo van Reenen (photography-illustrator-animation), Liza Witte (set-design), Jet Vervest (styling), Rimer London (sound design).
The concept of a beautiful book for children is innovative. How did you reach this idea?
This was a result of one of the basic conditions; the book should address the NONO girls themselves.

What are the main fonts in the book?
Lots! Some of them were even created by the designers themselves, but “Nilland” and “Bureau Eagle” were used the most.
How did you see the finished piece being used?
It was, first of all, a tool for internal use. Everything we do, within NONO, is measured by the brand book, from the beginning to the end.  In the last months the brand book slowly started to find its way outside and as proud as we are of the result, we certainly don’t mind this. Our slogan “show yourself” also counts for the book in our opinion, as it is presenting NONO in a perfect way.

How did you devise each spread?
This was based on the design concept and the five Characters.

Were there any publications, designers, or artists that inspired you?
We have really looked and listened to girls that have passions, ambitions and stand out in their own way.  We think that every girl is a NONO girl herself and should feel confident enough to be herself.

With thanks to the NONO team and Vicky at Veldhoven.