Malki | Rebranding
Challenge
Focused on children and known for selling reborn dolls, Malki Toys has become a reference in quality and accessibility. And after 2 years of experience seeing other people's difficulties when buying a gift, Malki Toys decided to solve this, making this moment light, relaxed and special. Based on this, we designed a strategy that would maintain the essence that was built through Malki Toys but that, now as a department store, could be recognized not by a specific target audience, but by being the place where you will find the perfect gift for all occasions.
The magic of gifting reimagined!
During the creative process, we defined the tagline "The Magic of Gifting Reimagined!" as being the heart of the brand. And we unfold the identity from there!
Color palette
After in-depth market, positioning and audience research, we chose the color Purple as the main one, conveying the idea of something magical and mysterious. The complementary colors came to bring sobriety and balance, after all, Malki will have gifts for both formal occasions and fun, casual occasions.
Naming
Levando em conta que a marca deixará de atender apenas um público infantil e passará a fazer parte da vida de todas as pessoas nos momentos mais especiais, decidimos reduzir o nome de Malki Toys para Malki.
Através de um logotipo amigável, moderno e reforçando a ideia de felicidade com um sorriso, nós criamos a partir dele todos os elementos gráficos da marca, buscando ser descontraído e ainda remeter ao infantil, usamos as letras de forma orgânica sem um padrão definido, trazendo a ideia de brinquedos de montar ou empilhar.
The new Brand brings modernity, elasticity and is ready to explore new horizons. We compile all research, relevant information.We care about ensuring that each point of contact between the customer and the brand has a completely personalized and unique experience! From the moment you enter the store to the act of presenting.
Among the guidelines for differentiation that we developed for the brand are: Value Proposition;Branding Platform;Organizational culture;Personas and Experience; Customer Journey & Brandmoments; BrandVoice.
This project can also be viewed on the Agência Really website: Agência de marketing digital & agência de branding.