Collingwood Toy Library
Branding & MarksDigital DesignPackaging, Print & Editorial
The Collingwood Toy Library is a committee of volunteers serving over 580 families in the City of Yarra and the surrounding areas. Established by a small group of parents the library lends 5000 toys, games and puzzles suitable for children of all ages.
The original brand image lacked energy and playfulness, elements that make up Collingwood Toy Library’s DNA as a provider aiming to instill happiness into the community. Adopting a bright colour palette was a strategic manoeuvre to compliment the joyful and bright photography which conciliates majority of the brand image, particularly digitally on their website and socials.
As an organisation with a 30-year story, it was critical that Collingwood Toy Library’s rebrand didn’t drastically deter from the original identity. By integrating the familiar teddy bear graphic into the refreshed logo marque, we were able to continue a brand narrative that has many chapter’s to come, with an updated and contemporary front cover highlighting the library’s legacy.
To further communicate brand purpose, we incorporated the toys, costumes, and games lent to community members – a message of association enduring trust and inclusivity.
