The new brand positioning 'Go Play' had already been developed. Intertoys was now looking for uniqueness in their visual identity. A visual identity that successfully translates the new brand positioning into the store concept, bags, wrapping paper, brochures, posters, website, and HR resources. “Playing is the most enjoyable thing there is! We want to see this reflected in our brand appearance.”

From left to right: Christy, Aad, Stephan, Dennis.

"Intertoys is moving forward into the future with a great deal of enthusiasm and energy. After a turbulent period, the brand is being revitalized. They have a strong core and know where they want to take their brand." According to Christy.

Stephan Buffing, Director of Store Operations at Intertoys, says, "Christy has a keen eye and quickly identified where our areas for improvement were. With her infectious enthusiasm and pragmatic approach, she understood what we meant and how to make the transition, both offline and online."

The new appearance is already visible in Intertoys Apeldoorn, Zeist and Almelo, and several new stores are already on the agenda for 2022. The brand expressions on bags, wrapping paper, and the website are being phased in. The distribution center and head office are also being restyled in the new look and feel. The uniform brand appearance is in place, and the initial responses from the management, employees, franchisees, and consumers are very positive.

Curious about the entire case? Check out our work for Intertoys. Do you want to know more about what Vandeez does in the field of Visual Identity? View all our services here.