MyToys Brand Characters
I was recently commissioned to design a set of five creative brand characters for MyToys, the largest kids' brand in the German-speaking area in Europe.
The brief was to design a set of characters that could be used to express the MyToys core value: 'Joy' across all brand platforms. With this framework in mind, I designed five different modifiable characters with fun, curious and joyous personalities.
The characters are based on simple shapes that create a backdrop for various expressions, moods and themes. The limited color palette creates a simplified feel and increases brand recognisability.
The five characters create a basis for an extensive illustration library. I created 96 different expressions and moods with the characters to serve the brand's various communication needs in different seasons and platforms.
The overall MyToys brand renewal was executed by the fantastic team at the Berlin-based design agency Strichpunkt.
I also created set of 23 brand icons in matching style to the characters to be used on the MyToys website and communication materials.
Client
MyToys, Germany
Creative Directors: Nils Jaedicke, Romina Fuchs
Art Directors: Anastasia Mangelsdorf, Martina Hofschneider, Isabel Niespor
Junior Designer: Leonard Behre
Intern: Lena Fürste
Studio Lead: Peter Matz
Project Design Director: Antje Grieshaber
Project Designer: Joe Valentin Steyer
Illustrator and character designer
Leena Kisonen
Typeface design
Sound logo design
