Toyplex
Branding Romania’s first toy supermarket
Toyplex was a new retail format for Romania — the country’s first toy supermarket — created by Lorand Szarvadi, the entrepreneur behind the Domo electronics chain. Brandient built the brand: strategy, name, verbal and visual identity, the communication system and the store environment.
The hard part was the audience — or rather, the audiences. The format had to win three very different people at once: the child of three-to-seven it is really for, the teenager who decides what is “cool”, and the parent who pays. Brandient’s answer was a warm, humorous, character-led identity — a cast of friendly cartoon avatars carrying the Toyplex spirit — playful enough for small children, current enough for teens, reassuring enough for parents, and in step with international toy-retail trends.
The system had real work to do: organize an exceptionally broad offer — twelve product categories, from newborn products to mechanical and electronic toys — under one coherent, navigable brand, and extend from the logo into the whole store, the signage and the exterior totem that announced the format from the street.
Client:
Toy Concept
Industry:
Retail and Consumer Services
Project type:
New brand creation
Date:
2008
Services:
Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Corporate ID Program, Branded Environments
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