Annyanka Branding Strategy & Identity Design

This project was born in 2020 in the midst of the pandemic. The owners are two sisters who wanted to knit and sell crochet figurines. Here's the strategy (in a nutshell).

Annyanka's Symbol (a ball of yarn with magic)

Brand DNA

Brand Purpose

We live in an accelerated world, and it's sometimes very hard to remind our loved ones how much we care about them. That's why we create crochet characters, whose purpose is to become unique and unforgettable for these people. We believe what we believe because emotions move us and they motivate us to help other people create emotional bonds. At the end of the day, we seek to encourage human emotions through these unique objects with stories that leave a mark.

Brand Vision

We aim to be the main brand that develops unique characters that grow emotional bonds through stories, thus becoming unforgettable to our clients.

Brand Mission

We strive to minimize the negative impact on our environment, by using sustainable raw materials. We're also committed to transforming simple figurines into beautiful memories through storytelling and fair trade.

Brand Values

Annyanka's logo and tagline

Sustainability, storytelling, joy and adventure, family union.

Audience

Our persona is a 35-year-old woman named Claudia, who lives in Mexico City, with her husband and her two children.

She's a middle-class manager who quit her job at a multinational enterprise to become a full-time mom and to focus her energy on her online business (healthy vlog for women like her). She's very ambitious, and she's constantly working to provide a better life for her family.

Difference

We help young women with children, who lack the time and want to give their kids something special to enhance a unique experience, unlike our competitors who deliver standard products, a solution that offers a personal and magical touch to each character we design.

Brand Personality

Archetype: The magician and the creator.

Tone of voice: Friendly, warm, magical.

Logo grid

Core Messaging

1. We work our efforts to reduce the negative impact on our environment.
2. We are passionate about giving life to our products through storytelling.
3. We love to share our joy and fun through our products.
4. Our priority is your children's smiles. We enhance the union between families with hand-made products.

Tagline

Knitting memories through magic.

| Project Deliverables

• Full branding strategy
• Logotype
• Brand Identity Design

The stories

Character tag and wrapping paper

Washing instructions