Best friends Amy and Stella approached Juli Shore Design with the early concept for Little Passports, a monthly subscription of globally-inspired activity kits designed to awaken kids’ curiosity through hands-on play. They needed a cohesive visual expression for their idea—including the brand aesthetic, identity, packaging system—that would delight children and parents alike and support a scalable subscription model.
JSD transformed the founders’ vision into a distinctive visual brand ecosystem. At its center, we created the iconic Little Passports suitcase, a custom keepsake received at enrollment. Each monthly delivery featured tactile, globally-inspired activities that encouraged exploration and interactive learning. We developed the brandmark, visual identity, packaging suite, and scalable design architecture that allowed the brand to expand into future lines. The success of this system helped propel Little Passports into a category-defining subscription brand, ultimately contributing to its acquisition by early-education innovator BEGiN following a valuation exceeding $26M.
