Loving Little Mo With a Full Brand Identity and Shopify Website
The Background
Little Mo came to Mettro as an idea on paper. It left as a fully realised brand, a suite of custom illustrations, and a Shopify store ready to sell. From the first logo sketch to a live, optimised website, Mettro built every piece of this Australian kids brand from the ground up.
The Problem
Raels Robertson and Adam Jowett had a clear vision for what they wanted Little Mo to be. Bold. Playful. Unmistakably Australian. A kidswear and bedding brand that pushed back against the muted, minimalist aesthetic dominating the market, and brought colour, character, and warmth to a space that had largely forgotten how to have fun.
The challenge was that the brand existed only as an idea. There was no name in the market, no visual language, no digital footprint. Before a single product could sell, the brand needed a complete identity, one that could hold emotional weight, attract an audience, and scale over time without losing what made it distinct. Getting that wrong at the start would mean rebuilding later. Getting it right would give the business something to grow into.
Our Approach
Mettro built Little Mo from the first pencil mark. The visual identity began with a logo and colour palette chosen to feel bold without being chaotic, warm without being saccharine, and distinctly Australian without leaning on cliche. Typography was selected to carry the same personality across every surface.
The custom illustration suite took the most time, and rightly so. A cast of lovable Aussie animals, including a koala, snakes, kookaburras, and a kangaroo, needed to feel fresh rather than familiar. The kangaroo alone went through round after round of sketching and refinement. Making one of the most-drawn animals in Australian culture feel genuinely new, cute, and full of character is harder than it sounds. The final result landed exactly where it needed to.
With the brand foundations in place, the team moved into the Shopify build. The site was designed for a shopping experience that matched the brand’s energy, with polished product pages, flexible navigation, and storytelling woven throughout rather than bolted on at the end. A suite of plugins was integrated to lift the customer experience and support marketing from day one. Mettro’s strategy, creative, development, and advertising teams each contributed across the project, which meant the brand and the site were shaped together rather than one handed off to the other.
SEO was built into the site structure from the outset, with on-page optimisation applied across core pages so the brand had a foundation to build on in search. The website design was built to scale, not just to launch.
The Result
Little Mo launched to a warm reception. Early audience response showed the emotional connection the brand was designed to create. The illustrations resonated. The site worked. The brand had found its voice.
Raels and Adam later made the decision to pause the project and focus on other ventures. Little Mo is not gone. The brand, the site, and the identity are all intact, ready to pick back up when the timing is right. That kind of staying power is what a well-built brand gives you.
If you have a product idea that needs a brand and a digital presence built around it, get in touch.
