BACKGROUND
The Baby Penguin is a company dedicated to selling sustainable and timeless toys that align with its core values of family and environmental responsibility. Despite its admirable mission, the company's current branding lacks the impact needed to stand out from its competitors, necessitating a rebranding of its identity.
PROCESS
BRAND RESEARCH AND REBRANDING:
Based on my research of The Baby Penguin's existing branding and that of its direct competitors, I decided to rebrand the company under the name "Heirloom Joys." The name was chosen to reflect the company's core values. "Heirloom" signifies items passed down through generations, embodying both the family and sustainability aspects of the brand. "Joys" speaks to the happiness that the company's sustainable and enriching toys bring to both the children who play with them and the families who purchase them.
IDEA AND CONCEPT BUILDING:
After settling on the new name, Heirloom Joys, I started the process of sketching new logos. The primary objective was to create a design that captured both the concepts of "heirloom" and "joys."
The logo concept featured two figures waving, a friendly and welcoming image intended to convey a sense of fun and happiness. I chose to move forward with the this logo, as the design felt more aligned with the company's family-oriented values.
RATIONALE:
The logo was designed to be friendly and welcoming, evoking feelings of joy and fun. To create the right tone, most of the corners are rounded which softens the design and feels safe and welcoming.
The “h” and the stem of the “j” can also be viewed as "i" in the word ”hi”. The use of "hi" reinforces a casual and friendly tone, which is essential for a brand that values family and community.
Furthermore, the design is meant to look like two figures smiling and waving, a pose that directly represents the act of saying "hi" and greeting the viewer. These figures were specifically chosen to create a fun and cute mood, a common characteristic of successful toy company logos.
I selected a palette of dark green, light green, and pale yellow. The two shades of green were chosen to represent the company's commitment to sustainability, positive environmental impact, and carbon footprint reduction. The pale yellow was specifically chosen for the dot over the "j" (tittle) to add a bright, joyful, and youthful element to the logo. It also represents the "heirloom" aspect of the brand, as many traditional, sustainable toys are made of wood and have a similar pale yellow tone.
