Bringing a toy brand back to life

The Hape brand had become a diluted shadow of its former self, with a lack of consistency across global packaging and communications. We re-energised the brand starting with the logo, simplifying and creating smarter usage principles.

Hape’s vision and values were refreshed to reflect their passion for people and the planet. A fresh, geometric yet soft brand typeface was developed to work with Hape’s global languages. We evolved their colour palette to facilitate global marketing communications, and a full suite of learning benefit icons and graphic devices were created to ensure clarity worldwide.

A multi-language packaging concept was created and implemented across 400+ products, resulting in a contemporary and showstopping brand experience at retail and online. We developed brand posters, product catalogues, packaging leaflets, and a 112-page brand guideline, which included updated mission and values, a comprehensive photography guide, and all brand assets made easily understandable even in non-English-speaking regions.