Kay Bojesen Design & Branding CELEBRATING THE CHILD WITHIN by Make

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Industry Toys
Media Design & Branding
Market Denmark
Agency Make
Creative Director Kristoffer Gudbrand
Released June 2011

Credits & Description

Category: Logo Design
Agency: MAKE®
Strategic Director: Morten Brudholm (Make®)
Creative Director: Kristoffer Gudbrand (Make®)
Senior Designer: Thomas Høirup (Make®)
Media placement: 1. Jpg showing logo, illustrations, booklet and animals - Shops - June 2011
Media placement: 2. Jpg showing typography, nosebag, and packaging - Shops - June 2011
Media placement: 3. Jpg showing illustration and packaging - Shops - June 2011
Media placement: 4. Jpg showing poster, brand book and web - Shops - June 2011

Describe the brief from the client
Kay Bojesen's iconic wooden animals were originally created from the conviction that objects should have life, blood, heart and smiling lines. The figures have delighted children and adults since the 1950s. With the reintroduction of Hippo, Dog & Rabbit, all from the 40s and 50s, the brand identity needed a new consumer experience calling for a revitalisation of the brand’s identity, packaging and POS: a branded universe supporting a playful and explorative experience.

Describe the challenges and key objectives
The existing universe was featuring jungle motifs and appealing to a falling target group. The universe was dark and very grown-up; a contrast to the Kay Bojesen spirit, who endorsed the ‘child within’, enforced today by his relatives. A broader and more playful approach recognising the universal appeal of the products was created with the concept 'Celebrating the Child within us All'. The brand needed to delight collectors and children of all ages. At the same time, pay respect to the humanity, warmth and vibrancy that Bojesen's work itself expresses. As Kay said: 'The lines of a design must always smile'.

Describe how you arrived at the final design
We created a new brand identity conducted by a logo and a consistent playful brand universe with a striking photo style showing new angles of the animals. Colours are kept few, but bright, and illustrative patterns that reflect each product are used as wallpaper throughout the identity. This supported the retailers in keeping the identity and animals alive in store, making it a playful experience in shops and on packaging. Consideration was taken in designing the logo since it is burned under the animal’s feet as a certificate.

Give some indication of how successful the outcome was in the market
The products have been a huge success. One reason of course is that the animals are beloved in Denmark, but still both national and international demand has been overwhelming. Since they are still made by hand (reference to the illustrations, production cannot keep up with demand. The products and identity are embraced by many retailers, because of the products themselves, but also because of the simplicity, playfulness and effectiveness in terms of sales and positioning in the shops.

Increase in sales with 273% on home market from 2010 to introduction year 2011. Valid international numbers not available at the moment but the reintroduction and re- branded identity is considered as a paramount driver for the success and sales.