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.
