Mighty Jaxx came to us with a big ask: create an identity that could encompass its outsized and evolving persona. Since 2012, Singapore-based Mighty Jaxx has made a name for itself by championing edgy artists and turning their works into stunning three-dimensional collectibles. Founder Jackson Aw had started the company to make toys of his own design and whimsy. In 2020, he approached &Larry with three challenges facing 

Mighty Jaxx:

It had outgrown its original vision of making cool collectibles.

Its branding did not make sense for its new ventures.

Its sub-brands needed to be clarified as well.

To present a coherent and attractive opportunity to potential investors, the Mighty Jaxx brand had to grow up fast without losing its creative fervour.

&Larry began by observing the workings of different departments, speaking with key stakeholders as well as customers, who, despite varying degrees of affinity for the brand, all professed an admiration for how it was willing to collaborate with edgier artists whose works were decidedly not for children.

Our deep dive into brand lore uncovered the origins of the brand mascot, a mischievous pirate boy who embodied the founder’s desire to make cool stuff on his own terms. This rebellious streak would inspire the new design of the brand identity.

Our analysis of the existing internal and external brand relationships concluded with the recommendation for a drastic re-architecting. As Mighty Jaxx is synonymous with collectibles, we needed something ‘bigger’ that could comfortably take Mighty Jaxx align with a slew of subsidiary brands under its auspices. Through a series of workshops to explore possible names, the internal poll saw Mighty Verse emerge as the winner. This new entity would become a ‘‘Mighty (uni)Verse’ where all of its brands, businesses and partners would thrive.

The rest of the sub-brands then neatly fell into place, and their naming convention being logically sorted out, making it possible to redesign the brand identity with a holistic approach.

Rewritten with an upstart verve, the brand positioning statement served as a reminder of why artists and customers fell in love with the brand in the first place.

The new brand essence “Where Desire Takes Shape” honours the original founding principle while also pointing to the new Mighty Verse as a destination to realise a creative concept in physical, digital or phygital form.

What began as a redesign of the Mighty Jaxx brand identity took on greater significance as we planned out the shared elements amongst all the sub-brands, and the specific elements tailored to the functions and characteristics of individual subsidiaries.

Across the board, we created a skull emblem that is part tribute to the original pirate boy mascot and part stylised clenched fist signing the letter ‘M’. The symbol for each sub-brandmark also features a different eye-patch to go along with its custom wordmark.

Covering everything from digital and blockchain development to sports collectibles, IP collaborations and more, the resulting brand identity system gave the Mighty Verse family of brands a modern, authentic and unmistakable sense of belonging.