Translate the intertoys feeling to the brand identity

Toy chain Intertoys has had an eventful period, which means that the store look has changed little in the last 10 years. The new management is determined to breathe new life into the brand and has already worked on the repositioning: Go Play. The basis was, but the rollout of this could be even better. We were called in to think along how we can better connect the new positioning.

client

Intertoys

services

Brand positioning brand identity

approach

We started to make an inventory of four Intertoys stores, each with their own translation of the Go Play brand concept. We have also received all existing materials, including their brand book from 2020 and the new Go Play brand book . Our insights showed that Go Play was a stand -alone concept, but that the real Intertoys feeling was missing: color, kindness, fun.

beating brand experience

By restyle the already developed brand identity and adding emotion to this, we have perfectly matched their brand identity and brand values. We have applied this to all means: from store to wrapping paper and from website to social media. This created a powerful and throbbing brand experience. We have bundled the developed formats in a visual identity Handbook that everyone can work with.

result

They now prove that Intertoys is a fantastic brand all the more. They also have the attention they have for toys for their brand identity . Together we have developed a uniform brand identity with which marketing, HR, store construction and franchisees can work and can translate the GO Play concept convincingly and purposefully. This results in support and enthusiasm among both employees and franchisees. With this rebranding they are proud to meet a new Intertoys era.

"Thanks to a strong empathy and pragmatic approach, we immediately spoke the same language."

Stephan Buffing - Director

Stephan Buffing - Director

About Intertoys

With more than 200 branches, Intertoys is the largest chain of toy stores in the Netherlands. The informal organization is characteristic of Intertoys. There is a high involvement and atmosphere of collegiality within the company. The toys product makes the organization young, dynamic and flexible. In addition to a wide range of toy items for young to old, Intertoys has an extensive collection of games for all platforms.

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