What do children shout when it's fun?

Ha’Stock Group approached us with a new challenge: creating a new private brand, specializing in toys, exclusive to the group.Our process began with research and exploration of naming strategies within the toy category, alongside a search for a name that would express joy and fun while appealing to diverse audiences and a wide range of toys (for both boys and girls, for younger and older kids). We were also asked to find an English name to create the position of an international import brand.The name Yippee was chosen because it represents a joyful, childlike yell, perfectly capturing the happiness and fun that define the category. Alongside it, we developed a system of sub-names, such as Zoo for animal toys, Mind for thinking games, and Play for the general category.The logo we designed for Yippee conveys the joy embedded in the name and appeals to kids of all ages (and even adults). To reflect the different toy categories, we created a system of sub-logos, each category is differentiated by color and shape. The brand concept and visual language also included the development of grids for packaging fronts for various formats, as well as additional point-of-sale applications.

Team:
Naming: Hila ozer
Design: Shavit Ya'akov gur, Gal Reisch, Ilan Popper, Lior Lifshitz

‍