IMPERIAL TOY
BRIEF
Revamp Imperial Toy's brand identity, modernizing their product portfolio with a playful voice that sets them apart.
SOLUTION
Transforming Imperial Toy's brand, we blend creativity and practicality to craft a vibrant, engaging brand identity from the ground up reflecting the company's playful spirit.
SERVICES & SUPPORT
Branding , Creative Direction, Experiential, Illustration, Messaging, Packaging, Product, Strategy
Creative Direction: Garry Booth, Edgar Pasten, Jodi Hamilton
Design Support: Isaac Bader, Raquel Mendoza, Jaime Leon, Niall Westerfield, Phoebe Lin, Simin Hou
Additional Support: Corey Roman
Reimagining Play, One Toy at a Time
Collaborating with the team at Imperial Toy was an exhilarating experience. Our creative minds were put to the test as we took on the challenge of infusing a modern, playful voice into the brand's product portfolio. Through a series of brand explorations, some ideas were left in the shadows while others shone brightly, ultimately shaping the new face of Imperial Toy even after its acquisition by Ja-Ru. The result? A vibrant, well-branded look that truly personified the fun-loving spirit of Imperial Toy.
Life-LIKE
Life-Like, an Imperial success story, had its branding all over the shop. We sprang into action, flipping the script from head to toe, spinning out a spectrum of new looks that reinvented its color narrative, form, and dialogue. "Looks Alive" "Feels Alive" - these catchphrases were our top picks, nailing the vibe of this distinctive line like a boss.
STREET EATS
Street Eats, our kickass fleet of Food Trucks, was hankering for a brand makeover and packaging with some serious oomph. Guided by the colors of our best-sellers, we whipped up custom fonts, zesty illustrations, and zeroed in on communication hierarchy. The result? A branded experience that not only thrives in a planogram's assorted landscape but also knocks it out of the park solo.
GOOGLY
Googly's toys are a fresh breath of creativity, sparking joy and curiosity. These aren't your everyday playthings. Googly's vibrant 'wigglers' redefine what it means to play, bringing a new perspective to traditional games. Using a well-thought-out blend of geometric patterns, harmonized typography, and a bold color palette, we invite you to explore the fascinating world of Googly. So, strap in and enjoy the journey—it's bound to be an exciting ride!
Buddy L
When Buddy L's centennial rolled around, we were handed the torch to reimagine their future. We dove headfirst into a world of vintage car culture, taking inspiration form their iconic history and gave it a fresh, modern spin. Now, let's take a step back. Born from the innovative mind of Fred Lundahl in 1921, Buddy L Toys was more than just a simple toy line. From trucks to trains, they crafted miniature masterpieces out of metal, putting them firmly on the map as the 'King of the Road' in the toy world. Despite Lundahl's exit in 1930, Buddy L's legacy roars on, bold and unapologetic.
JA-RU
In 2019, Ja-Ru bought out Imperial Toy and tossed us a challenge - to spice up their own catalog with a sprinkle of our magic. Flarp, their golden goose, was a visual carnival - we streamlined it, keeping its soul alive. We also wrestled with their line of blocks - aka “Blokz,” and their line nostalgia-tinted “Vintage Toys.” Crafting vintage toys without that old-school charm? That's like cooking a steak without the sizzle!
