Wolff Olins to Rebrand Carter’s Kids Clothes

NEW YORK Wolff Olins has been chosen for a branding assignment for Carter’s children’s apparel, following a short review that ended last month.

Following an IPO in October, the Atlanta-based client aims to freshen the brand’s appeal by building on its popularity among baby boomers, now becoming first-time grandparents. Wolff Olins will develop a consumer branding strategy that encompasses an execution and communications strategy across the brand, including packaging and point-of-sale. The assignment will include in-depth consumer research with today’s mothers and grandparents.

Carter’s, which sells through department and national chain stores, also operates retail outlets nationwide and markets brands at both Target and Wal-Mart.

Billings were not disclosed.

Wolff Olins, with offices in New York and San Francisco, also represents GE, Pricewaterhouse Coopers, NYC Marketing, Knoll Furniture and Sun Microsystems.