SPIELE PETER
SPIELE PETER
SUMMARY
Spiele Peter is a small-scale toy store in Klosernneuburg, Austria. Named after the owner, Peter, it represents the joy of playing, which he himself lives by. My task was to make Spiele Peter stand out as not just a store, but a place where kids find wonder and parents find nostalgia.
To achieve this, I created a new visual identity, including the mascot, which is the center gem of the logo and all marketing material. Throughout the process, I made sure to maintain a trustworthy, sweet feel in all of my designs and adding a touch of nostalgia in a framework of soft, playful simplicity.
BRANDING / VISUAL IDENTITY
From the start of the project, it was clearly communicated to me by Peter that the mascot should be a teddy bear. That, of course, being quite a common symbol for toy stores, prompted me to explore ways to make the teddy look like Spiele Peter as a brand should feel to clients. Keywords: innocent, nostalgic. So I went down a rather vintage route with the design of the bear.
I created different versions of the logo and the mascot “Spiele-Bär” for different uses. In the Logo, the bear harmonizes with the playfully multi-coloured letters – the slightly softened blue, orange and pink now acting as the main brand colors. Different hues of these colors show up on the website as well as various other marketing material.
Under various restrictions regarding the size, placement and color of the shop sign letters from the facade management, a solution was found that would still communicate playfulness – here, the bear is in the centre, right above the entrance, attracting the eye towards the logo while communicating its sweet atmosphere, despite limited colors.
CORPORATE DESIGN / PRODUCTS
A tote bag featuring a “letter soup” pattern was created for the customers to take home as a goodie. For other marketing materials such as business cards and a gift card, the “letter soup” was kept in the background, while keeping the foreground simple and straightforward.
