Toys R US
This iconic brand was built with the simple task of being “the” destination for toys. A niche with no match.
In need of an update that would take them into a new era, we created a logo and brand identity that updated and modernized the brand without losing any core tenets of the original. We even took it one step further and capitalized on one particular element: the star.
The mascot “Geoffery” continues to be an enduring character for the brand, but felt stylistically disconnected. We made this an opportunity to bring them closer to the overall vision of the the brand world and created a new illustration style. The star was introduced into the characters spot pattern.
