Bright Starts is Kids II’s brand that is all about fun. The brand had experienced huge success over the previous decade, but by 2014 was in need of a makeover to align the brand’s visual identity with its positioning and products.

The new identity reflects the light-hearted “fun comes first” nature of the brand and creates a design system that is flexible enough to maintain the master brand’s integrity while allowing for differentiation with each of its sub-brands.

The process included defining the brand’s 3 key design principles, a new identity, brand language, packaging design system, brand style guide, environmental graphics, POP, marketing elements, new website and many other digital graphics.

Our in-house design group partnered with the legendary Joe Duffy and his firm Duffy to collaboratively refresh this fun toy brand.