Second-hand toys get a bad rep. But when buying something new for a child is hit and miss at the best of times, we created a brand that could teach the world that life’s way more fun when we share.
Brand strategy, naming, identity and implementation
A toy subscription where the fun never stops.
Before Whirli even had a name, entrepreneur Nigel Phan came to us with an idea for a whole new way to play, and in need of a partner that could build a brand from scratch for adults and kids alike. A brand that could excite people about swapping toys, instead of shopping for toys.
We share just about everything these days. Cars, bikes, homes, even dogs. But when it comes to toys, parents still favour something shiny and new, only for it to be taking up space and gathering dust a few months (if not days) later. And that’s if it hasn’t already been sent to landfill. We distilled the core proposition into four words – get, play, give, repeat – and used them to inspire every part of our creative development.
Visual and verbal identity
We started with a playful moniker inspired by the word ‘whirligig’, reflecting the way Whirli toys go round and around. Our name came to life in a moving logo, then we used poppy colours, character gifs and never-ending copy to give the future of fun a bold and contemporary identity unlike any other toy brand out there.
With the identity complete, we helped the Whirli team launch the brand to the world. We worked across a range of touch-points – from packaging through to a ‘how it works’ film – and collaborated with Hex Digital on the website. You can join the queue to be one of the first customers here.
To say that Ragged Edge have exceeded my expectations would be a massive understatement. I approached them with an idea, and found a team who have behaved as true partners throughout the process. I’m so proud of what we’re building together.