Leo’s Wooden Toys identity design

  • Skills Needed:
    Design, illustration, brand positioning, concept generation
  • Client:
    Leo's Wooden Toys
  • Project URL:

When a long-time friend and former work colleague shared plans to set up a new, online business, selling high quality wooden toys, we offered any help we could give.

A sympathetic, character-based identity seemed the order of the day and a sketchy brief started to take shape: “I’d like it to be modern, but with a nostalgic twist; could we create a friendly face for the business; it needs to become the heart and soul of the business”.┬áThe client also posed the question: “so who buys toys without thinking, I’d actually like one of those myself?”

So, with the name “LEO” and the notion that the toys would be bought exclusively online, by adults who probably recalled fondly, wooden toys from their childhoods, we set to work.

Leo has become the face of this family run business. Inspired by characters from our childhoods and given a hand crafted, contemporary look, along with a cosy colour palette and chunky, fun typeface, Leo has now launched and is helping the business to sell some gorgeous, must have wooden toys from his online den.

If you’re stuck for ideas for your little ones or just want a trip down the toy memory lane, then visit Leo’s Wooden Toys.

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