Orange Toys — rebranding, brand development, logo & visual identity, packaging and label design, B2C/B2B e-commerce website

Orange Toys operates internationally: the brand develops an English-language B2B direction and presents its collections at the Spielwarenmesse trade fair in Nuremberg and is also represented on international wholesale platforms and in partner channels for buyers.

At the heart of the project is a global rebranding and the “assembly” of the Orange Toys master brand into a single ecosystem. We optimized the brand architecture, shaped Orange Toys’ DNA as the foundation for portfolio growth, and expanded it into brands within the master brand so that each collection gains its own character while remaining part of a unified, recognizable Orange Toys world. We treated collections as brands: we built the identification logic and refreshed the visual codes and communication principles so the system can scale confidently across product, content and digital.

A key brand code for Orange Toys is its signature orange color. In color psychology, orange is often associated with optimism, warmth, enthusiasm, and openness — it feels lively and friendly, and works especially well in the children’s category, reinforcing a sense of energy and joy. In our system, this color becomes not just a brand accent but a navigational marker: it helps Orange Toys be recognized quickly across different collections and touchpoints, creating a consistent impression — vibrant, positive and memorable.

One direction of the master brand’s portfolio growth was the new collection brand Lucky Doggy — an example of how the master brand DNA unfolds in a standalone story within the overall ecosystem. Lucky Doggy features plush dogs of favorite breeds that can be “dressed up” and complemented with accessories (outfit sets and care-related items, including carriers), turning the toy into a constant companion and part of family rituals.

The collection’s communications strategy builds on the “magic of luck”: each name starts with Lucky because the characters “bring good luck” and create a sense of celebration nearby — at home, on a walk or on a trip.

In the visual strategy, we built an expressive identification system and a bright packaging design logic that makes lines easier to read and helps the brand look cohesive across different categories and formats. In parallel, we prepared marketing materials, including advertising assets, so the brand can live equally confidently in e-commerce, social media and at points of sale.

Another key block is the Orange Toys website as a full-featured e-commerce platform for retail and wholesale buyers: with personal accounts and checkout scenarios, including dedicated B2B sections. It is a digital storefront and service platform that supports different audiences and makes interacting with the assortment as seamless and technology-forward as possible.

The project outcome is a unified Orange Toys brand system where identity, packaging, content, and the digital product work as one language: friendly, noticeable, and recognizable - with a clear brand character and the atmosphere the company conveys through its collections.