Task. Сreate bright, interesting branding that will reflect the brand’s values and will be convenient and easy to use

Moodboard. Tong Fu's kids is creativity, independence, adventuresome and diversity

Logo Idea. An important brand value is treating children as adults. Therefore, the font in the logo was created using a strict, “adult” style. At the same time, we preserve childlike spontaneity, reflecting the rebellion and uniqueness of characters through the uneven design of letters

The logo uses a metaphor to show that every child is unique, like a ray of sunshine that strives to develop and grow. This symbolic image is reflected in the brand logo, where multi-colored rays corresponding to the brand colors are directed upward, symbolizing the growth and development of children playing with our toys. These rays also express the diversity of children and their natural spontaneity. To add liveliness, the sun in the logo is complemented by eyes and a smile taken from the letters of the logo

Slogan. A slogan was invented for the brand: «‎Every kid has own power». It conveys that every child is unique and has his own strength, ability or talent. And the brand’s task is to use games to help every child reach their potential and achieve heights

Packaging. The packaging continues the idea that children are rays of sunshine. Therefore, all packaging (boxes, bags, business cards and other printing) is made in stripes of the brand’s colors. Also, for ease of use of the packaging, we thought about printing the name of the product on the cardboard cover, and not on the box itself. Thus, we have achieved versatility of use and environmental friendliness

While the brand exists online, parcels with toys are delivered in cardboard boxes, and the toys themselves are in linen bags in which they can then be stored

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