Build-A-Bear Conceptual Rebrand

A rebranding concept for Build-A-Bear Workshop Inc., a company that initially struggled during the COVID-19 Pandemic. The concept simplifies previous versions of the brand’s identity without losing its playful appeal.

Build-A-Bear Workshop received a branding update in 2019. Unfortunately, the current design uses a combination of design elements that feel separate rather than unified. Furthermore, in a similar move to how Dunkin’ Donuts rebranded to “Dunkin’” in 2018, it is likely that Build-A-Bear Workshop would benefit from dropping the “Workshop” from their identity. The proposed solution addresses these conflicts and provides a cohesive and minimalistic approach to the imagery the brand has incorporated for decades.