toybox_branding_01.png

Toybox

Toybox is a division of Mattel oriented towards tech and educational products. The goal with this project was to create an identity package that would make the division stand out as distinct from the other more established sub-brands, and look at home within contemporary tech aesthetics.

Toybox

BRAND IDENTITY
FOR Mattel
CREATED WITH eyerus

Toybox is a division of Mattel oriented towards tech and educational products. The goal with this project was to create an identity package that would make the division stand out as distinct from the other more established sub-brands, and look at home within contemporary tech aesthetics. The Toybox Visual Identity System is inspired by the unique perspective the group brings to the creative process. Never content with the status quo, the Toybox culture is about pushing boundaries and embracing innovation.

In keeping with those principles, this brand identity does not establish rules that need to be strictly followed. Instead, the system is engineered to offer designers total freedom within a framework of general guidelines.