For my semester in Advertising Design, I decided to re-brand a proposed toy library app service for children. The task was to redesign the brand identity that illustrates a child's creativity and imagination, and highlight its eco-friendly mission.
The project required to create a toy that would minimise landfill waste and possibly bio-degradable.
With so many toy manufacturers already making an effort to produce eco-friendly toys, I decided to concentrate on its landfill issues instead.
I chose instead to create a toy library service where children can borrow, donate, and exchange toys.
This means that parents would be able to manage purchasing toys, especially when their children's interests are always changing as they grow older.
As such, I took inspirations from tree houses, as it is a place where children have their own space to play with their toys and expand their imagination- with no limits.
Logo Sketches
Logo Experiments
Themes
Because toys are normally in trend during certain periods, I played with colour schemes that complemented the 4 seasons.
The logo was designed to be an 'empty' slate for flexibility and an indication of seasonal toys.
The chosen default logo, which is spring, is also a representation that toys lent to children are guaranteed cleaned and 'new'.
Concept Art
Chester the Envoy
Molly was initially designed to assist the customer in renting a toy through the app, but that role ultimately went to Chester. Molly felt too much of a parent assuming control on what their child should buy from the app. She does appear as a shopkeeper in the short commercial, though.
Posters
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