Bronze Graphics, Illustration and Visual Communication Design · 2022
Joy of Playing Brand Identity
by Squared
- A' Design Award 2022 Bronze Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2022
- CLIENT: Balin
- Estimated Number of Design Views: 15,385
- Verification code C54116B00C · Verify this award
About Joy of Playing Brand Identity
Joy of Playing is a brand identity created for Balin, a company that makes toys for children. The identity covers the logo, branding assets, packaging and the colors and shapes of the toys and characters. The visual language is minimalist, with simple shapes, a reduced color palette and watercolor illustrations. Each toy character has a name and a story, which helps children form an emotional connection. Selected materials include wood, plywood, paper, organic cotton and water and plant based paints.
Press Kit
- Unique Properties
- Balin is a brand offering beautifully crafted toys that educate, inspire and delight.
We developed all aspects of their communication: from the design of their logo and branding assets to the colors and shapes of their toys and characters... and then we brought them to life in a series of charming illustrations. Each character has a name and story behind, helping to build an emotional connection with children. - Tags
- branding, brandidentity, visualcommunication, graphicdesign, kids, empathy, emotionalconnection, illustration, craft, design
- Production Technology
- All materials, as well as for the toys production, as well as for the branding and packaging used are selected from the highest quality sustainable, harmless and recyclable. Wood, plywood, harmless water and plant based paints, paper, organic cotton.
- Design Challenge
- The hardest to achieve was the balance between minimalism, plain shapes, a reduced color scheme and at the same time giving a positive, child appealing look and cuteness of the products and identity.
- Project Duration
- The process of creating the whole visual style of product and visual communication was long and exhaustive, starting from mid 2020 and finished somewhere late 2021.
- Operation Flow
- All toy characters have a name and story behind, helping to build an emotional connection with children. They are further brought to life in a series of charming aquarelle illustrations.
- Research
- The research we performed was not that much design based, but we explored some topics that are related to the brand purpose: Active Play and its physical, cognitive and emotional benefits on children; Social Awareness and how to foster knowledge about environmental issues through play experience, Emotional Intelligence and the importance of social and emotional skills that children of today lack.
- Inspiration
- Balin is a brand with purpose.
Their aim is to promote healthy active play, develop social and emotional skills and foster knowledge about the environment through fun and engaging play experience.
They needed an identity, look and feel coherent with their brand purpose, values and beliefs. That is why we developed an authentic, positive and fun visual language based on minimalistic aesthetics and topped with heartmelting aquarelle illustrations.
Colors of Joy of Playing Brand Identity
Grand Interview about Joy of Playing Brand Identity
Our approach to balancing minimalism with child-friendly appeal involved designing with clarity while incorporating playful details. We prioritized clean, simple forms that communicate effectively with both children and parents. This simplicity was enhanced with playful typography, rounded shapes, and a vibrant yet harmonious color palette that appeals to children without overwhelming them. For example, the use of soft, approachable fonts and the characters' expressive, minimalistic features allowed us to create designs that are visually engaging but not overly complex. This equilibrium makes the branding accessible, memorable, and versatile for various applications.
The decision to use aquarelle illustrations was inspired by their organic, hand-crafted quality, which aligns perfectly with Balin's mission of promoting authentic and active play. Aquarelle adds warmth and depth to the characters, fostering an emotional connection with children. This technique reflects the brand’s commitment to natural aesthetics and its philosophy of nurturing imagination. The watercolor textures evoke a sense of whimsy and creativity, mirroring the free-spirited and exploratory nature of play.
Our research into active play, social awareness, and emotional intelligence deeply informed our design. Studies showed that children engage more meaningfully with characters and toys that have relatable backstories and interactive elements. This insight led us to create unique personalities for each character, embedding lessons of empathy, teamwork, and environmental stewardship into their stories. Visual elements, like expressive faces and minimalistic shapes, were designed to encourage imagination and role-play, fostering cognitive and emotional development.
The focus on sustainability influenced both the creative and practical aspects of Balin’s visual identity. From a design perspective, we incorporated natural, textured elements that evoke organic materials, like recycled paper and wood, into packaging and branding visuals. This commitment extended to the choice of muted, earthy tones paired with vibrant accents, symbolizing the harmony between nature and playfulness. Practically, we collaborated with manufacturers to ensure all packaging materials were biodegradable or recyclable, and the design emphasized minimal waste with compact, efficient layouts. This approach not only aligned with the brand’s mission but also communicated its values clearly to eco-conscious consumers.
The development of the Joy of Playing Brand Identity followed a structured and iterative process:Exploration Phase: We began with stakeholder workshops to define Balin’s mission, values, and objectives. This phase also included extensive research into sustainable practices, child psychology, and the toy market.Conceptualization Phase: Initial concepts for branding, including the logo, typography, and character designs, were developed. This phase emphasized integrating educational and environmental themes.Prototyping & Testing: Early prototypes of toys, packaging, and visual elements were tested with parents, children, and educators. Feedback highlighted the importance of emotional connection and usability.Refinement Phase: Based on feedback, we refined the branding elements, ensuring the characters' stories and visuals resonated with children while promoting environmental awareness. Packaging designs were optimized for sustainability and aesthetic appeal.Finalization & Launch Preparation: The finalized identity was implemented across all brand assets, from toy designs to illustrations, with a cohesive and purposeful storytelling approach.This timeline provided critical insights, such as the need to balance functionality with creativity and the power of storytelling in creating a memorable brand identity.
Creating the characters involved a collaborative process with a child psychologist and various illustrators. Each character was given a name, personality, and a story that ties to key social and environmental themes. For instance, one character might love planting trees, teaching children about sustainability, while another thrives on teamwork, promoting collaboration. These stories were written to spark curiosity, encourage empathy, and make learning fun.
The color scheme and visual elements were carefully designed to balance commercial appeal with the brand’s mission. Bright, cheerful colors attract attention and encourage interaction, while natural tones and textures reflect Balin’s environmental values. Shapes were designed to be soft and approachable, creating a visual language that appeals to parents as much as children, ensuring the brand remains relatable and trustworthy.
Minimalism in the design allows for more focus on the storytelling elements of the brand. By avoiding overly complicated visuals, we left room for children’s imaginations to fill the gaps. This design philosophy aligns with active play principles, as it encourages kids to engage with the characters and toys in a way that builds their creativity and emotional intelligence.
The future of Joy of Playing Brand Identity lies in deepening its commitment to Balin's core values rather than incorporating technological elements. The brand’s evolution will focus on expanding its product lines to include more toys and educational tools that emphasize sustainability, creativity, and active play. For example, we envision introducing thematic playsets that teach children about nature, cultures, or sustainability through hands-on activities. The visual identity will continue to highlight natural textures, eco-friendly materials, and storytelling, ensuring every new product remains consistent with the brand's mission to inspire, educate, and delight. This approach reinforces Balin’s unique positioning as a brand that values simplicity, authenticity, and meaningful play experiences.
To create impactful brand identities for children’s products, designers should start with a deep understanding of their audience’s developmental needs and values. Collaborating with educators, psychologists, and parents can provide critical insights. Focus on simplicity and storytelling to create designs that are both engaging and educational. Lastly, prioritize sustainability—not just in materials but also in the messaging, ensuring the brand’s impact extends beyond the product.