Building a comprehensive, play-driven retail brand that brought modern store standards and interactive spatial design to emerging markets.
Overcoming traditional retail fragmentation by introducing modern, structured store concepts.
Across many regional CIS markets, children’s footwear remained dominated by open-air bazaars and small, unorganized outlets. However, market research revealed a strong consumer desire for modern, comfortable retail environments with curated product lines. Following previous successful retail ventures with the Kazakhstan company Global Beauty, Mildberry was commissioned to build an entirely new children’s footwear chain from the ground up.
The primary objective was to establish an international-grade retail brand, encompassing naming, spatial design, and brand identity, that could comfortably introduce modern shopping standards to markets unaccustomed to full-fledged retail branding.
Engineering a complete retail ecosystem, from brand platform and character creation to store interiors and technical documentation.
Mildberry crafted a cohesive, child-centric retail brand designed to make shopping feel like stepping into an engaging playroom.
We developed the name "PEEKABOO," choosing a rhythmic, international word that resonated well across language barriers. The brand platform was built around joy, movement, and imagination, creating rich opportunities for storytelling, wordplay, and visual interaction.
We designed a friendly millipede logo that directly linked to the footwear category while adopting a child’s perspective. The character, paired with bright typography and an energetic color palette, became a central visual anchor used across all advertising, packaging, and store collateral.
In partnership with engineering specialists, we developed complete spatial designs, custom trade fixtures, and navigation elements. The millipede character was brought to life in the physical environment as bespoke, multi-legged seating units, transforming store centers into interactive play hubs for young shoppers.
An instant retail success that established a scalable model for shopping mall expansion.
Mildberry delivered a complete, turnkey retail platform that exceeded initial commercial expectations upon its launch in Aktobe, Kazakhstan. The vibrant, modern store design quickly positioned PEEKABOO as a prime anchor tenant in major shopping malls, fueling rapid nationwide expansion across key regional cities.
