2026

Playit

Play It aims to be the next global kids’ brand that’s joyful enough for a child to love it and credible enough for a parent to choose it.

Client: Kins
Discipline: Art Direction, Motion Design, Branding, Social media, Packaging

The Brief

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?

Positioning

We positioned Play It as a brand for little explorers.

We wanted to fully explore communicating our approach across various brand touch points, multiple approaches to help the brand in a digestible format. NOT TMI

Kid with mascot backpack hanging from a tree

The Only Space

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.

Playit Logo Animation

Hachi - The Mascot

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.

Introducting Hachi - the mascot

Showcasing the different hats that Hachi can take and still be recognizable and the face of Playit

Motion design

Visualising the Map system

Exploring the limits of the system while maintaining the playfulness. The ‘Map’ is a repeatable, scalable design element which is unique and essential to the Playit brand universe.

The challenge was to show its adaptability and application is an easy to understand animation which was effective.

Ideation and explorations

Instagram Posts utilising the brand's map system

Toy car with icons for different things that the toy will help with

Motion Design

Brand Values

Keeping the playful nature and personality of the Playit, I thought of showcasing the brand’s tagline and values like a kid is playing with it. Using the secondary colors, typography and toys.

Motion Design

Color and Typography

Showcasing the color system and typography in a cohesive layout which is legible yet doesn’t lose its playful characteristics was a big challenge.

Packaging

Packaging in the Brand world

Showcasing, imagining and visualising the packaging system inside the brand world and scenarios while also following the design system and maintaining brand equity.