Joy of Playing: A Brand Identity Design by SQUARED

Promoting Healthy Play and Emotional Connection

Balin offers beautifully crafted toys that educate, inspire, and delight children. SQUARED took on the challenge of designing all aspects of Balin's communication, from the logo and branding assets to the colors and shapes of their toys and characters. The result is a unique and captivating visual identity that sets Balin apart.

One of the key strengths of Balin's brand identity is the use of minimalistic aesthetics combined with heartwarming aquarelle illustrations. Each character in Balin's toy collection has a name and a story, creating an emotional connection with children. This approach helps build empathy and fosters a deeper engagement with the brand.

Not only did SQUARED focus on the visual aspects of Balin's brand identity, but they also ensured that sustainability was at the core of the design. All materials used, both for the toys and the branding and packaging, were carefully selected for their high quality, sustainability, and harmlessness. From wood and plywood to water and plant-based paints, Balin's products are not only visually appealing but also environmentally friendly.

The process of creating Balin's visual style and communication was extensive, starting in mid-2020 and concluding in late 2021. SQUARED faced the challenge of striking a balance between minimalism, plain shapes, and a reduced color scheme while maintaining a positive and child-friendly look. The result is a design that exudes cuteness and appeals to children while staying true to Balin's brand purpose.

The research conducted by SQUARED for this design went beyond the aesthetics. They explored topics related to Balin's brand purpose, such as the benefits of active play on children's physical, cognitive, and emotional well-being, the importance of social awareness and environmental education through play, and the significance of emotional intelligence in children's development.

This outstanding design by SQUARED has been recognized with the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2022. This prestigious award celebrates designs that demonstrate creativity, resourcefulness, and a commitment to improving the quality of life. Balin's brand identity design exemplifies these qualities, making it a true winner.