Toys “R” Us Truly Scrumptious Identity and Packaging

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Capturing the emotional heart of a brand.

You might not think a celebrity supermodel like Heidi Klum needs help with anything…but, we’re sure glad she did. Also a savvy businesswoman and very modern mom, she endeavored to launch a line of juvenile apparel and soft goods under the Truly Scrumptious label. Along with Babies “R” Us, she turned to Graphica to give the brand name its identity.

We brought Klum’s vision and personality to life with a lively “painted” asterisk to serve as the heart of the identity, mingling it with colorful fields and spontaneous design elements. Photographs of Klum and unique fonts formulated the design architecture for packaging and other product embellishments.

Social trending tells us that fans don’t simply want to recognize celebrities, but want to embrace the lifestyles they represent. Together, Graphica, Truly Scrumptious and Babies “R” Us leveraged Klum’s unique style and personality to create a perfectly balanced and thoroughly appealing modern-day brand.