Chado is an online store of toys and other things for children. The company is choosing the best toys and kids’ brands to sell in their store. Quality and handpicked items is their main advantage. The name "Chado" means a child.

The company needed bright identity that would differ from other online stores, would be memorable but simple. Also Chado wanted a character to be used in their identity. The company needed whole identity design — from business cards to clothes of the employees.

The main idea was born from the process of children's game. A child doesn’t need complicated toys to start playing. Imagination is doing miracles: a toy brick turns into a kitten, a piece of plasticine — into a cute monster. I took inspiration in my niece's drawings. She always draws characters as simple ovals with round eyes and smile.

Using characters and colours of the characters the design identifies sections of the online store, rooms of the warehouse and themes of social media posts. If someday the company wants to open an offline store, they can easily spread the concept on interior design. Colours and characters can be used to design navigation system to identify departments, speciality of the consultants.