In the heart of Nürnberg, Germany, a new kind of children’s optician is reshaping the way young people experience eye care. Herr Menig Junior, a playful extension of the established Herr Menig Optik brand, brings a burst of color, charm, and child-friendly design to an otherwise clinical industry. With creative contributions from Portland-based design studio Transatlantika and interior design by Raum Klaue, this fresh retail concept blends functionality with fun, offering an environment where kids feel not only comfortable—but curious.
This isn’t just another kids’ store with cartoon decals and oversized furniture. Herr Menig Junior is an experience tailored to young minds, engaging both children and parents with a visual identity that is clever, cohesive, and rooted in storytelling.
A Familiar Name with a Junior Twist
Herr Menig Optik has long been a trusted name in vision care for adults in Nürnberg. Known for its high-quality service and distinctive branding—centered around the image of an owl—the practice carries a sense of tradition and expertise. With the launch of Herr Menig Junior, the challenge was to evolve this well-loved identity into something that spoke directly to a younger audience, without losing the brand’s established character.
Enter the owl’s offspring.
The new logo for Herr Menig Junior cleverly references its parent company by introducing a baby owl—wide-eyed, curious, and just as wise. This continuity not only creates instant recognition for those familiar with the main Herr Menig Optik brand but also offers a charming narrative touch. The message is simple: the parent owl now has a child, just like Herr Menig Optik now has a space for younger customers. It’s a visual metaphor that communicates family, care, and trust, all while being inherently engaging to children.
A Space Designed for Discovery
If the logo is the heart of Herr Menig Junior’s brand, the interior is its soul. Designed by Raum Klaue, the space does away with the sterile and serious vibe often found in healthcare settings. Instead, it invites exploration.
Transatlantika worked hand-in-hand with the interior designers to craft a visual world that resonates with children. Wall graphics are not just decorations—they’re part of the story. They turn the shop into a semi-fantastical environment, where playful illustrations and color schemes draw kids in and put them at ease.
The color concept leans into a palette that is bright but balanced—vibrant without being overwhelming. This thoughtful approach to color helps stimulate a child’s imagination while still maintaining the aesthetic sophistication required to appeal to their parents. It’s a balancing act that succeeds beautifully, inviting families to linger, explore, and, most importantly, feel good about the experience of choosing eyewear.
A Brand That Speaks the Language of Children
Designing for children is never just about scaling things down or using primary colors. It requires a sensitivity to how kids perceive the world—how they play, how they learn, and how they feel.
Herr Menig Junior’s identity speaks this language fluently. From the friendly owl mascot to the visual rhythm of the store’s graphics and layout, every detail is intentionally crafted to connect with children on their level. The result is an environment that feels both exciting and safe—a place where appointments aren’t dreaded but anticipated.
This approach reflects a broader trend in branding: treating children as thoughtful, responsive individuals, rather than passive consumers. It’s not about gimmicks; it’s about experience design with empathy at its core.
Collaboration as a Creative Engine
Behind the success of Herr Menig Junior is a seamless collaboration between creative minds across borders. While Raum Klaue brought local knowledge and spatial expertise to the table, Transatlantika injected the project with an international perspective and branding insight. Together, they created not just a place, but a visual universe—a micro-brand with its own tone, identity, and attitude.
This type of interdisciplinary work is becoming increasingly important, especially in projects that require holistic experiences. Here, the synergy between interior design and graphic storytelling creates a fluid, immersive environment where form follows feeling.
A New Vision for Children’s Eye Care
Herr Menig Junior is more than a new retail outlet; it’s a statement about how children’s services can—and should—be designed. It challenges the outdated notion that healthcare environments must be strictly utilitarian or blandly cheerful. Instead, it proves that when branding, interior design, and user experience align, even a routine optician’s visit can feel like a mini adventure.
By combining narrative branding, engaging design, and heartfelt collaboration, Herr Menig Junior invites children to see their world a little more clearly—and to have fun while doing it.
So next time you think of a trip to the optometrist as dull or routine, imagine walking into a place where owls have babies, colors dance on the walls, and your child feels like the most important person in the room. That’s the vision of Herr Menig Junior—and it’s one worth seeing.
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