Puff Toys Brand Identity

​

As the lead designer for this project, I developed the visual identity for Puff Toys, a new brand focused on creating educational and affectionate toys for children in their early stages of development. The challenge was to build a visual language that expressed the sweetness and lightness suggested by the name “Puff,” while also connecting with parents, educators, and of course, the little ones.

 

The identity was built around three visual pillars: simple geometric shapes, a pastel color palette, and playful typography. These elements were combined to convey the lightheartedness of childhood and reinforce values such as care, imagination, and development. The choice of a fun, rounded font, along with exclusive illustrations, brought a sense of modernity and spontaneity to the brand.

 

The main symbol alludes to the shape of a “splash,” evoking playfulness and creativity. Complementary graphic elements, such as the toy train, animals, and building blocks, expand the brand’s visual universe, enabling versatile and engaging applications. Each illustration was designed to resonate with the children's world in a way that is accessible, safe, and stimulating.

 

The final identity of Puff Toys is more than just a brand, it’s a welcoming visual experience that sparks curiosity and imagination. A visual system that grows alongside children, accompanying their first steps with warmth, color, and joy.