Picture Smiths x Nellie’s Keepsake Co.

At Picture Smiths, illustration isn’t just something we do. It’s at the heart of who we are! There’s something deeply joyful about crafting a character from scratch, giving it a personality, backstory and charm. So, when Nellie’s Keepsake Co. approached us to create a family of illustrated characters to embody their growing brand, we were there!

We loved the chance to create a new little world.

We worked closely with Nicola, owner and creative force behind Nellie’s Keepsake Co., whose passion for storytelling and eye for detail shaped every step of the process. Based in the Holmfirth, Nicola’s store isn’t just a shop, it’s a beautiful experience. Sitting proudly on the high street, this concept store has become a must-visit destination for families, packed with thoughtfully curated toys, bespoke keepsakes, and beautiful children’s clothing.

Nicola wanted to bring her existing brand to life, with something children (and grown-ups) could fall in love with the moment they stepped through the door and remember long after they left.

Welcome Nellie’s family:a cast of characters designed with the playful, heartwarming spirit of the brand in mind. The family includes:

• Buddy the Dog, ever the mischief-maker, he zooms around on a skateboard, with his ears flapping in the breeze as he chases fun.
• Pippa the Hedgehog, a countryside explorer at heart, she stomps through puddles in her wellies, a lot.
• Bella the Bunny,brings her grace and sparkle to the gang, pirouetting through life in her favourite tutu.
• And then there’s Otis, the ultra-cool chicken in sunglasses, he’s the laid-back one with effortless charm.

Each character was hand-illustrated in our studio, crafted with care and a touch of whimsy. We wanted them to feel like storybook friends – familiar, loveable and full of personality.

These characters have now become an integral part of Nellie’s visual language. They appear across in-store merchandising, branded products, signage, packaging and in a lively social media presence that has helped grow a loyal community of customers. Whether it’s Otis on a tote bag or Pippa popping up in a window display, every illustration helps tell a story – about joy and childhood.

For us at Picture Smiths, this is what illustration is all about: taking an idea and making it real, tactile, and emotional. Our studio has always believed in the power of bespoke creative and with bespoke illustration there is power in owning something you can’t get off a stock site. Real pencils, real imagination and real heart.

Collaborating with Nellie’s Keepsake Co. has been an inspiring journey. Creativity and magic find their way into every corner of the shop.

And as for the characters? We hear they’ve settled in quite nicely. And, they’re just getting started.