Colorful wooden cars for ages 3 to infinity

After a decade of shaping mid-century inspirations into much-loved wooden toys, Candylab’s greatest strength had become its biggest challenge. Their toys had intergenerational appeal, from adults to parents to kids, but customers often confused the products and their scales when shopping online. A series of brand iterations had diluted recognizability, and they needed help clarifying everything for multiple audiences across digital and physical sales contexts.

“Fun-ctionality” became the engine of our creative agenda. Through conversations, visual references, brand prototyping, and good old-fashioned elbow grease, we defined the brand architecture, positioning, product naming, and visual identity. The work polished Candylab’s image as an American maker with a commitment to playful, sustainable design. A unified visual DNA now creates clarity and connection while celebrating the distinctions between product lines.

The visual identity overhaul brought new speed to design and marketing. It set the stage for CandyCar’s expanding line of world-building accessories and positioned Candylab Mints as premium, limited-edition collectibles. The refreshed brand quickly elevated its trade show and business presence, driving increased distribution and retail opportunities, including new growth across European and Asian markets.