ALEX TOYS

When global toy manufacturer ALEX Toys created a new family of infant plush toys, they hired Haft2 to name the line, develop its brand identity and design the look of its comprehensive suite of packaging.

The name ALEX Jr. was born, along with a new logo and tagline. We developed for the packaging the pale yellow gingham pattern for a number of reasons. It was gender-neutral; it stood out in the competitive landscape; it worked as a unifying visual element across the identity and on shelves; plus the gentle pattern allowed the products’ vibrant colours and “personalities” to come out. Jiggly Piggly, Lemon Lion and Freckles Frog are still thanking us.

Borne through thoughtful strategy, this core visual look proved so successful that it translated easily to the rest of their packaging, a website and a line brochure for buyers, making ALEX Jr. one of the most successful product launches in ALEX history.

Project included

  • Naming
  • Tagline
  • Identity
  • Colour strategy
  • Packaging
  • Marketing materials
  • Brand standards
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