Dilly Dally Design & Branding INSPIRING PLAY by Spring Advertising

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Canada
Agency Spring Advertising
Creative Director Rob Schlyecher
Designer James Filbry, Shon Tanner, Perry Chua
Illustrator Shon Tanner
Released September 2010

Credits & Description

Category: Logo Design
Advertiser: DILLY DALLY
Product/Service: TOY STORE
Date of First Appearance: Sep 1 2010
Entrant Company: SPRING ADVERTISING, Vancouver, CANADA
Entry URL: http://www.dillydallykids.ca
Creative Director: Rob Schlyecher (Spring Advertising)
Designer: Shon Tanner (Spring Advertising)
Designer: James Filbry (Spring Advertising)
Designer: Perry Chua (Spring Advertising)
Illustrator: Shon Tanner (Spring Advertising)
Account Services: Roger Nairn (Spring Advertising)
Media placement: Dilly Dally Logo - Dilly Dally Toy Store - September 1st 2010

Describe the brief from the client
To produce a brand that would appeal to parents and children alike and differentiate them from the Toys R Us and Zellers of the world.

Describe the challenges and key objectives
To promote handmade, sustainable toys that fell outside the norm of the “Barbies” and “shoot ‘em up” video games of today’s kids. The objective was to position ourselves in the market as the go-to for toys that encourage children to make their own style of play.

Dilly Dally is the toy store that inspires play. The brand was designed to inspire play itself; fittingly the logo has 3 versions that contain animals in the clouds (Bunny, Teddy Bear, Whale).

Describe how you arrived at the final design
Quantitative interviews were completed to determine two types of parents.
There are the Active Parents who are involved in their kids lives. They are interested in how their child plays, whether they are leaving, having fun and creatively engaging with their toys. Then there are the Passive Parents who choose the path of the least resistance when selecting a toy for their child, they elect price as their primary motivation. Dilly Dally caters to active parents.

Our proposition: Dilly Dally is a local toy store that sells unique toys that spur on creativity in children and inspires play.

Give some indication of how successful the outcome was in the market
The client ran out of the majority of their merchandise in the 1st month and was projected to break even well within the first year. Not only has the toy store received numerous franchise enquires but the toy store was featured in The Globe and Mail business section for a successful start-up in entrepreneurship.