Joys“R”Us
At the heart of both Babies“R”Us and Toys“R”Us was so much joy. Parents anticipating the birth of a child might also be celebrating a 6-year-old’s birthday. Their needs were very different at each stage, and that led to very different expressions of the two brands. Cobranded communications were lacking the look and feel of either brand, so we brought the warmth and cheer back to every conversation with a unifying “R”Us brand identity.
“R” icons were developed for a fun take on product categories from teethers and bath toys for babies to party balloons and wood blocks for kids.
“R” characters were created for branded applications like shopping bags, gift card key fobs, balloons and branded product patterns.
Video animations added charm to the website, digital marketing and social content.
The design system’s color, illustrated icons and photography could be flexed to unify or distinguish the brands as needed in store signage and digital marketing.
The impact
The unified “R”Us identity elevated both brands, and marked a shift toward more cobranded strategies. And the outcome we didn’t expect? Tap the right arrow below for the full story in “Breaking the internet.”
