Play It aims to be the next global kids’ brand that’s joyful enough for a child to love it and credible enough for a parent to choose it.
Client
Industry
Consumer Goods
Country
India
Scope
Branding, Packaging, Mascot Design, AI Guidelines, Art Direction, Design System
Play It aims to be the next global kids’ brand that’s joyful enough for a child to love it and credible enough for a parent to choose it.
Client
Industry
Consumer Goods
Country
India
Scope
Branding, Packaging, Mascot Design, AI Guidelines, Art Direction, Design System
Play It aims to be the next global kids’ brand that’s joyful enough for a child to love it and credible enough for a parent to choose it.
Client
Industry
Consumer Goods
Country
India
Scope
Branding, Packaging, Mascot Design, AI Guidelines, Art Direction, Design System
Challenge
Every toy company promises some version of the same thing: safe, fun, educational. Parents have learned to look past them.
The real question was, what makes a brand lovable by a five-year-old, and credible to the parent standing beside them?
Challenge
Every toy company promises some version of the same thing: safe, fun, educational. Parents have learned to look past them.
The real question was, what makes a brand lovable by a five-year-old, and credible to the parent standing beside them?
Challenge
Every toy company promises some version of the same thing: safe, fun, educational. Parents have learned to look past them.
The real question was, what makes a brand lovable by a five-year-old, and credible to the parent standing beside them?
We positioned Play It as a brand for little explorers.
We positioned Play It as a brand for little explorers.
We positioned Play It as a brand for little explorers.
The Only Space
For kids, exploration means curiosity and creativity. It’s about discovering the world, asking questions, and making sense of their surroundings through play. For parents, it’s about trust. We positioned Play It around the idea of exploration. Every part of the identity system was designed to reinforce that balance between wonder and trust.
The Only Space
For kids, exploration means curiosity and creativity. It’s about discovering the world, asking questions, and making sense of their surroundings through play. For parents, it’s about trust. We positioned Play It around the idea of exploration. Every part of the identity system was designed to reinforce that balance between wonder and trust.
The Only Space
For kids, exploration means curiosity and creativity. It’s about discovering the world, asking questions, and making sense of their surroundings through play. For parents, it’s about trust. We positioned Play It around the idea of exploration. Every part of the identity system was designed to reinforce that balance between wonder and trust.
The Identity
The logo needed to feel as active as the children who play with it. We created a wordmark that moves, even when it stands still. The letters are deliberately bouncy and irregular, capturing the natural rhythm of play.
Next, we wrapped the brand in a treasure map inspired graphic system that guides the customer through the Play It world, scalable across packaging, website or retail.
The Identity
The logo needed to feel as active as the children who play with it. We created a wordmark that moves, even when it stands still. The letters are deliberately bouncy and irregular, capturing the natural rhythm of play.
Next, we wrapped the brand in a treasure map inspired graphic system that guides the customer through the Play It world, scalable across packaging, website or retail.
The Identity
The logo needed to feel as active as the children who play with it. We created a wordmark that moves, even when it stands still. The letters are deliberately bouncy and irregular, capturing the natural rhythm of play.
Next, we wrapped the brand in a treasure map inspired graphic system that guides the customer through the Play It world, scalable across packaging, website or retail.
At the heart of this world is Hachi, the brand’s mascot. Soft, green, huggable, and always in motion. He is curious, goofy, a little bit brave, and endlessly excited. Hachi can wear a hard labcoat for STEM toys, a bat for sports, or a festive scarf for holidays. His accessories change, but his essence remains the same.
At the heart of this world is Hachi, the brand’s mascot. Soft, green, huggable, and always in motion. He is curious, goofy, a little bit brave, and endlessly excited. Hachi can wear a hard labcoat for STEM toys, a bat for sports, or a festive scarf for holidays. His accessories change, but his essence remains the same.
At the heart of this world is Hachi, the brand’s mascot. Soft, green, huggable, and always in motion. He is curious, goofy, a little bit brave, and endlessly excited. Hachi can wear a hard labcoat for STEM toys, a bat for sports, or a festive scarf for holidays. His accessories change, but his essence remains the same.
The playfulness of the mascot extends into the typography. Ohno Softie, our primary typeface, is rounded, warm, and approachable. It carries the brand’s personality without feeling childish. This creates a visual system that speaks directly to the playful side of children while maintaining the clarity parents need to trust the brand.
The playfulness of the mascot extends into the typography. Ohno Softie, our primary typeface, is rounded, warm, and approachable. It carries the brand’s personality without feeling childish. This creates a visual system that speaks directly to the playful side of children while maintaining the clarity parents need to trust the brand.
The playfulness of the mascot extends into the typography. Ohno Softie, our primary typeface, is rounded, warm, and approachable. It carries the brand’s personality without feeling childish. This creates a visual system that speaks directly to the playful side of children while maintaining the clarity parents need to trust the brand.
Packaging is the decisive interaction with the brand, so it had to deliver excitement for children and clarity for parents. Hachi leads the way, with a clear, benefit-driven hierarchy and map-inspired callouts that direct attention. We built the packaging to embody the brand’s essence: clear, vibrant, and full of life.
Packaging is the decisive interaction with the brand, so it had to deliver excitement for children and clarity for parents. Hachi leads the way, with a clear, benefit-driven hierarchy and map-inspired callouts that direct attention. We built the packaging to embody the brand’s essence: clear, vibrant, and full of life.
Packaging is the decisive interaction with the brand, so it had to deliver excitement for children and clarity for parents. Hachi leads the way, with a clear, benefit-driven hierarchy and map-inspired callouts that direct attention. We built the packaging to embody the brand’s essence: clear, vibrant, and full of life.
Outcome
Play It now has the foundations of a toy brand with long-term recall: a clear promise, an ownable character, a flexible identity system and a visual world that can stretch across products, packaging, content, retail and digital.
We gave children a reason to love and parents a reason to trust. And it gives the brand the opportunity to grow category by category, story by story, world by world.
Outcome
Play It now has the foundations of a toy brand with long-term recall: a clear promise, an ownable character, a flexible identity system and a visual world that can stretch across products, packaging, content, retail and digital.
We gave children a reason to love and parents a reason to trust. And it gives the brand the opportunity to grow category by category, story by story, world by world.
Outcome
Play It now has the foundations of a toy brand with long-term recall: a clear promise, an ownable character, a flexible identity system and a visual world that can stretch across products, packaging, content, retail and digital.
We gave children a reason to love and parents a reason to trust. And it gives the brand the opportunity to grow category by category, story by story, world by world.
“Kins didn't just deliver, they brought genuine passion and expertise to the table. From day one, their enthusiasm for the project was infectious. They understood our brief inside and out, and managed to stay completely consistent with it without ever playing it safe creatively. The quality of work spoke for itself. The next time I have a creative problem to solve, I know exactly who to call.”
Tushar
CMO, Play It
“Kins didn't just deliver, they brought genuine passion and expertise to the table. From day one, their enthusiasm for the project was infectious. They understood our brief inside and out, and managed to stay completely consistent with it without ever playing it safe creatively. The quality of work spoke for itself. The next time I have a creative problem to solve, I know exactly who to call.”
Tushar
CMO, Play It
“Kins didn't just deliver, they brought genuine passion and expertise to the table. From day one, their enthusiasm for the project was infectious. They understood our brief inside and out, and managed to stay completely consistent with it without ever playing it safe creatively. The quality of work spoke for itself. The next time I have a creative problem to solve, I know exactly who to call.”
Tushar
CMO, Play It
Team
design directors
pranjal kaila pradhyumn kag
graphic designer
sahir khan
Interns
Udayjeet Kumar Aggarwal Shreyshi Thapliyal
Team
design directors
pranjal kaila pradhyumn kag
graphic designer
sahir khan
Interns
Udayjeet Kumar Aggarwal Shreyshi Thapliyal
Team
design directors
pranjal kaila pradhyumn kag
graphic designer
sahir khan
Interns
Udayjeet Kumar Aggarwal Shreyshi Thapliyal
