Merle Branding, Packaging, and Toy Design

Merle Toys, a family-owned company based in Vienna, specializes in crafting wooden toys that ignite imagination, connect children with nature, and promote a sense of calm. With a commitment to quality craftsmanship and sustainability, Merle Toys aimed to enhance its brand presence and differentiate itself in a competitive market.

Discovery and Strategy

We began with in-depth research to understand Merle Toys' core values, target audience, and competitive landscape. This informed our strategy to create a compelling brand identity that resonated with consumers and set Merle apart from its competitors.

Brand Development

Inspired by the ethos of Merle Toys and the French meaning of "merle" (meaning "bird"), we developed a brand identity centered around creativity, intelligence, and sustainability. The logo, featuring a stylized bird, visually represents Merle's connection to nature and playful spirit.

A child joyfully holding a wooden dinosaur figure, representing the playful spirit and quality craftsmanship associated with wooden toys. This image encapsulates the essence of imaginative play and a connection to nature, values that Merle Toys striv

Inspiration image showcasing a black bird photo on the left and a textured wood background on the right, symbolizing the natural materials and wildlife themes that inspire Merle Toys' wooden toy designs.

A joyful girl engaging with a variety of wooden toys, showcasing the imaginative play experience that Merle Toys aims to inspire in children.

Visual Identity System

We established a cohesive visual identity system across various touchpoints, including packaging and marketing materials. Consistent typography, imagery, and design elements were employed to ensure brand recognition and cohesion, with the bird motif subtly integrated throughout.

Packaging Design

Leveraging insights into consumer preferences and sustainability trends, we designed packaging that showcased Merle's products while communicating its eco-conscious ethos. Sustainable materials and minimalist design elements were utilized, with the bird logo serving as a focal point on each package.

Toy Design

Our toy designs reflect Merle Toys' mission to provide meaningful play experiences. Collaborating closely with a team of educators, we crafted toys that stimulate imagination, creativity, and learning. Using sustainable materials such as natural wood, our designs promote environmental responsibility while engaging children in tactile and sensory experiences. From open-ended playsets to award-winning building blocks, each Merle toy encourages exploration, problem-solving, and social interaction.

A joyful image from Shutterstock depicting a young girl engaged in imaginative play with a variety of colorful wooden toys. The vibrant scene captures the essence of childhood creativity and exploration, highlighting the tactile and interactive natur

We have been looking for a toy that allows our son free play and supports his development. Merle Toys has met all our expectations.

Sabrine G.

Results

The final brand identity, packaging and toy design system gives Merle Toys a distinctive and cohesive presence built around creativity, sustainability and educational play. Across the identity and product range, the visual language creates a consistent connection between the brand’s values and the tactile experience of the toys.

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