Challenge Every toy company promises some version of the same thing: safe, fun, educational. Parents have learned to look past them. The real question was, what makes a brand lovable by a five-year-old, and credible to the parent standing beside them?

For kids, exploration means curiosity and creativity. It’s about discovering the world, asking questions, and making sense of their surroundings through play. For parents, it’s about trust. We positioned Play It around the idea of exploration. Every part of the identity system was designed to reinforce that balance between wonder and trust.

At the heart of this world is Hachi, the brand’s mascot. We did a lot of explorations before arriving at an ownable form and then translated that form into a soft, green, huggable mascot with the help of AI. He is curious, goofy, a little bit brave, and endlessly excited. Hachi can wear a hard labcoat for STEM toys, a bat for sports, or a festive scarf for holidays. His accessories change, but his essence remains the same.

The playfulness of the mascot extends into the typography. Ohno Softie, our primary typeface, is rounded, warm, and approachable. It carries the brand’s personality without feeling childish. This creates a visual system that speaks directly to the playful side of children while maintaining the clarity parents need to trust the brand.

Play It now has the foundations of a toy brand with long-term recall: a clear promise, an ownable character, a flexible identity system and a visual world that can stretch across products, packaging, content, retail and digital.

We gave children a reason to love and parents a reason to trust. And it gives the brand the opportunity to grow category by category, story by story, world by world.

Client Play It Industry Consumer Goods Country India Scope Branding, Packaging, Mascot Design, 
AI Guidelines, Art Direction, Design System