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).

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

Sustainability, storytelling, joy and adventure, family union.

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.

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.

Archetype: The magician and the creator.

Tone of voice: Friendly, warm, magical.

We are Annyanka, and we help young women with children who are busy working and taking care of their kids. They want to gift them something unique and special to show them how much they love them, and they want these gifts to beat any expectations and bring about human bonds and emotional connections.

Our clients get anxious due to past bad experiences with the quality of the product and the time frame of the delivery. Considering the fact that they're busy, they want immediate and adequate attention, without setting aside the fact that they want original and unique gifts for their children.

We seek connection with our users through our characters' adventures. We use the magic of storytelling as fuel for emotional and human ties that will last forever.

Our core values are:

We work our efforts to reduce the negative impact on our environment.

We are passionate about giving life to our products through storytelling.

We love to share our joy and fun through our products.

Our priority is your children's smiles. We enhance the union between families with hand-made products.

Knitting memories through magic.

Full branding strategy

Logotype

Brand Identity Design