Keycraft an already successful toy distributor were looking for a new identity to grow and establish themselves as a fore-runner within the marketplace.

Feeling that their current branding didn’t communicate the fun, friendly and playful nature of their business a marque was designed to focus on all the positive aspects of the brand that of, Joy, Happiness, Fun, Love and Optimism.

To express these values within the marque a set of individual symbols were created, the heart, smile and tick all combine to form the letterform. These properties are at the core of the company and now reflected within their identity.

Designed at Hello