[play it forward]
Brand Identity & Packaging
Today's modern parents are overwhelmed with choices when it comes to baby gear and toys for their kids. Unfortunately, these items have a short shelf life, leading to clutter for parents and environmental havoc for the planet. The $90B toy industry is the most plastic intensive industry in the world and 80% of toys wind up in a landfill within a year.
[play it forward] offers a more sustainable solution by curating a “try-before-you-buy” subscription toy box by pairing data from Montessori teachers and toy librarians to find toys children will love. High quality, wooden toys are sourced from premium, eco-conscious, and women/BIPOC led brands. Parents are able to donate or trade in other outgrown toys and partner with local schools to donate gently used toys.
[play it forward]’s logo is defined by the brand’s sustainability which is signified by its double loops. The stylized F invokes reduce/reuse/recycle symbols as well as an infinity sign (∞), alluding to the brand’s mission of being an eco-friendly force for the planet.
It’s organic curve, playful typeface and modernity represents the tone and pillars of the brand. The swash extends through like an arrow, pointing forwards toward the future.
The brand’s icons are comprised of fluid, organic linework to reflect its dedication to sustainability. Each icon contains a loop motif, which is one of the defining shapes of the brand.