CLIENT: NYC WORLDWIDE B.V. (NL)
PROJECT: DEVELOPING A LIFESTYLE BRAND TARGETING KIDS
DELIVERABLE: BRAND BLUEPRINT & GUIDELINES

A&J developed the entire value proposition for Monta Juniors, a sub-brand of the world’s #1 street soccer brand, Monta. Monta Juniors would target the global kids market (between the ages of 6 and 14), a younger demographic to Monta’s core segment.

Work delivered included the main sub-brand logo, story, payoffs, artwork, and branding guidelines. In the first years of the brand’s existence, A&J was also engaged to provide creative direction on brand imagery, lookbook format, and product design.

Monta Juniors enjoyed rapid success and growth, becoming one of the most popular brands for young boys in The Netherlands, the home market of Monta. This brand remains one of the few successful labels developed to exclusively serve the male kids and youth demographics.