Schleich rebranding
Schleich, the global toy company, came to us to help reposition their brand with a focus on sparking limitless storytelling in kids. That was the main goal, but their logo was asking for a refresh.
We heard it (the logo asking for a refresh), I proposed a new one and they loved it.
From there, we developed new art direction guidelines covering logo use, product and lifestyle photography, packaging and more, all in line with their new tagline: Where Stories Begin.
Logo Redesign & Brand Identity
We evolved the Schleich logo, retaining their iconic red while making it more playful and child-friendly. Along with new typography guidelines, we simplified the design for easier application across global markets.
Side note. While we provided the creative direction, the images below are concepts built with images I shot at home with my son that helped them understand and sell the concept.
Art Direction for Photography
We created new photography guidelines to embrace the new tagline and to really show off the high quality of the toys. So by lowering the camera to the toys' level, like seeing it from a kid's perspective, and using close-up shots in everyday scenes, we brought the figurines and playsets to life, making them feel like real characters of a child's world, not just toys.
Then it became real.
Over the last year and a half they’ve started introducing the new brand into the world.
