Playing off of the feelings associated with toys from years long gone, the main theme for this company is nostalgia. It will unify three different styles, creating a coherent company image and unique identity. Toy Soldier exposes the warm and fuzzy emotions and allows adults to relive precious memories from childhood. It is this company’s goal for customers to rediscover a personal inner child full of silliness, energy and joy. This can be achieved by reminiscing with old and hard to find toys that evoke a heartfelt response. Whether the customer is trying to find a long lost toy or needing restoration of an owned toy, Toy Soldier wants is to deliver an end result of emotional satisfaction.
For further understanding of the company, please read the narrative below:
Narrative
As a vintage toy company, Toy Soldier promotes sentimental feelings of happiness and values the customer’s satisfaction. The intended experience focuses on nostalgia, with supporting qualities of being playful, old fashioned and trustworthy. Differentiating from the competition, this company considers that toys are not just for kids. Within this mindset, Toy Soldier’s reliability centers on the ability to find or restore any old or new toy for adults and children alike.
This company cares about tradition and upholding a legacy of quality products and services. Hard work, determination, attention to detail and thoughtfulness, make the Toy Soldier’s legacy visually evident when looking at the numerous beautifully restored toys on the shelves. Customers will feel comfortable allowing this company to repair personally owned toys that are rare, treasured and hold special value. Toy Soldier believes in an overwhelmingly joyous and personal experience for each customer.
Mood Board: Retro, rustic and muted (Winner)
This style represents an old fashioned era and plays off of the possible damage that most vintage toys have experienced.
Earlier drafts
For the sketch and rough draft stage; faint and age of use colors were used to give a dated feel (brown, tan, red and black). Patterns, lines and blocky, repetitive shapes were used to deliver a rural life feel. Images depict an old world, unpolished atmosphere along with characteristics of woodwork architecture, outdoor vegetation and decaying or rusty objects and toys. Additionally, textures give a homely feeling with peeling paint, masonry, rusty ironwork, wood, and rope. For the typography to express a collectible and country feel, it is bold and distressed; although some decorative features and serifs are used for flair.
Mood Board: Classic, quality and perfection
This style expresses the reputation and craft of the company by accentuating the quality of products and restoration services.
Earlier drafts
For the sketch and rough draft stage, a white glove feeling of professionalism and cleaning has been attempted. Colors are earthly and sterile (green, blue, white). Shapes and designs will relate to flow, bubbles, scrubbing patterns, polishing, sewing, cutting and painting. Additionally, depictions of damaged, dirty and broken toys will help show the need for this repair service. Protection and refurbishment can be shown with shields, umbrellas, lock/keys and holding hands. And lastly, textures will represent the value of bringing toys back to new condition with brushwork, sanding, shiny surfaces, metal and mechanical parts.
Mood Board: Playful, fun and happy
This style embodies the idea that a customer doesn’t have to be a kid to play with toys. Silly and joyful concepts will bolster inner child feelings.
Earlier drafts
For the sketch and rough draft stage; bright and happy colors bring the company to life with full energy. Shapes and lines twist, jump, curve and swing as if parts of a playground. Images portray children and adults playing with toys, smiling, laughing and interacting. Additional graphics, icons, and photos of building and learning are incorporated as well. Lastly, textures show a softer, safe feeling and include smooth and plastic materials while typography is rounded, san-serif, and upbeat.
