![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/96a91c155695889.636e3d6cbb24e.jpg)
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.
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/3e8dc8155695889.651aa45f74360.jpg)
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/c2b105155695889.63596313a70a1.jpg)
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.
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/e792f8155695889.636e3d6cbed6b.jpg)
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.
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/305451155695889.636e3d6cbc7cb.jpg)
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/f173b8155695889.635963139b7bf.jpg)
The overall MyToys brand renewal was executed by the fantastic team at the Berlin-based design agency Strichpunkt.
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/500708155695889.635963139e069.jpg)
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/d2316d155695889.636d5959c328a.jpg)
I also created set of 23 brand icons in matching style to the characters to be used on the MyToys website and communication materials.
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/392fe9155695889.63596313a2655.jpg)
![Brand Design brand illustration Character Character design colorful Digital Art digital illustration flat illustration ILLUSTRATION kawaii](https://mir-s3-cdn-cf.behance.net/project_modules/1400/747000155695889.636e3d6cbdb35.jpg)
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