Toyto
Identity for a toy studio that designs objects for open-ended play.
Context:
Toyto makes objects that refuse a single way of being played with: shapes that come apart, recombine and end up somewhere their designers did not plan. The task was an identity that reads as playful without slipping into childishness, and that stays legible when it is stamped on a wooden block, printed on a box or animated on a screen.
Creative idea:
The system is built from a small set of primitives that snap together in different orders. Nothing in the identity is fixed in one position: every layout is one possible arrangement of the same parts, and the next one is equally correct.
Design approach:
A geometric sans is paired with shapes borrowed from the products themselves, so type and object share a vocabulary. Colour is used in flat, unmixed blocks — primary enough to read as play, restrained enough to keep the packaging calm on a shelf. Motion is reserved for moments where a shape actually rearranges, which keeps the animation meaningful rather than decorative.
Outcome:
An identity that behaves like the products it carries: modular, physical and open to rearrangement. It holds together across packaging, print and screen without ever settling into a single fixed composition.
