This project was implemented for DegreeMed company - exclusive distributor of Microlife and leading world brands in the field of children's accessories, cosmetics and toys.
The task was to develop from scratch a brand for children's toys (0-3 years). The project has passed the following stages: market research and analysis, positioning, brand platform, name, logo, tagline, corporate identity, packaging design.
At the first stage serious research and analytical work were carried out to form a vision of the competitive environment, the specifics of the industry, the specifics of motivation and preferences of the target audience. It was important to form a detailed list of market characteristics to find current differentiators for the future of the brand. According to the brief, the strengths of our product were high quality and scientific approach in development. Children's doctors and psychologists did everything to make the toy not only safe but also developing, at the same time - interesting and exciting for the child. We defined the key consumer website in this category: "I want to buy safe quality toys that will be useful for the development of my child at different stages of maturity. The result of the first block is many positioning hypotheses, from which together with the client we had to choose and formulate the position of the future brand.
"High-quality smart toys with which your child grows and develops harmoniously" - this was the positioning we worked with further. At the next stage the brand platform was formed, values, personality, emotional and rational differentiators were defined. The basic premise of the brand was the guarantee that the age of the child specified on the package for a specific toy is the same - i.e. if the specified "12-18 months" is for a child of this age the toy will be the most interesting and useful. The future brand was defined as smart toys which became one of the strategic differentiators and the basis for the message. The brand communication principles were also defined: tone, character, tools. The logical conclusion of the stage was the briefs on the TM name/name and visual image.
The developed name UPPY reflects the brand message "grow together with your child", meets the declared criteria and solves the set tasks. One of the requirements for the visual image was the presence of a character. We copied successfully - our heroes were a family of cute cheerful giraffes made in a modern cartoon style by a team of professional illustrators. The logo is quite laconic but at the same time reflects the idea of the brand and is the basis of visual communication.
Since the range of toys is wide, we had the task to develop the design of the packaging for versatility and adaptability. It was important to form a "brand zone" on the shelf in the store - to stand out, to attract attention and to correspond in design to the best world manufacturers. At the same time the packaging had to be informative.
The result of this project is a new brand of educational toys for children from 0 to 3 years old which will certainly find its consumer, will be loved and in demand!