Brand character design for MyToys
Berlin-based Strichpunkt Design commissioned me to design a set of brand characters for MyToys, the?largest kids' brand?in the German-speaking area in Europe.
MyToys was going through a brand renewal which set "Joy" as their brand promise. They needed to find a way to express it across all brand platforms. This is where I was asked to join the design process and use my creative illustration skills to design a set of characters as an outlet for the MyToys brand promise.
The brief was to design a group of characters that would express joy, are modifiable, fit the MyToys brand and appeal to both kids and parents.
My solution to it was a group of five different fun and slightly cheeky characters, each one with a unique personality. Each character was based on a simple abstract shape that created a backdrop for various expressions and moods.
The characters match the MyToys color palette which creates brand cohesiveness and recognisability.
I?designed and created?a total of 96 different?character treatments?to express joy in different seasons of the year on all MyToys platforms.
This work?formed a basis for the MyToys illustration?library which can be expanded according to the brand's evolving needs in the future.
In addition to the characters, I created set of 23 brand icons?in matching?style for the MyToys website.
