Joy and Smart provides an online service rental toys and baby stuff that are easily accessible for busy parents.
The idea about Joy and Smart arise when the founder had her own personal experience as a new mom. Toys and Kids are almost inseparable in their daily life, it's how they learn and observe. The problem is, kids get bored easily, and as they grew up, certain toys are left unused until storage issues becoming a problem. This situation made her think of a business that help parents making Smart choices when it comes to toys and baby stuff.
A delightful concept for Joy and Smart identity is created. The scripty Js are pin together to form a pinwheel of many colors. The two Js in the middle also form "a letter S", initials for Joy and Smart. The identity delivers Joy and Smart promise to bring every kid joy with the variety of fun and educational toys they provide, in one smart solution.