When I hear the names Ellie n' Troy in the context of children's apparel, I see two children rushing into a bright and colorful store. Like me and my brother did, when we were children. Hand in hand, all excited because we were getting new clothes. Since Ellie n' Troy is an online store the situation will be different, but the excitement will be the same when the children rush to their mother's side to browse the wondrous items on the screen.

To capture the personalities of the Ellie and Troy I chose to hand-draw the brand name to make the shapes organic and a little child-like. For the tagline, I used the typeface Montserrat, which geometric shapes contrast the hand-lettering.

Since the vision of the two rushing children made me think of small eager birds, I added a little plumb bird – one that is just learning to fly on unsteady wings.

For the color palette, I used a fresh green to make it youthful and fresh, contrasting it with a happy and lively orange.