Gaining a foothold and market share in a crowded market place is always challenging. Kaliedy is Ireland’s newest nursery and toy store, operating solely online and delivering a range of brands to Irish customers as well as their own range of products and accessories. We were asked to help name the new brand, create a logo and visual language as well as help design all their own brand packaging. The brief wanted the brand to be fun and exciting and we wanted the name to be recognisable.
We began with a strategy session aimed at finding a name for the new brand. A shortlist was drawn up and ‘Kaliedy’ was the name that was eventually agreed. It’s a shortened version of the word kaleidoscope, which also gave us the idea for the packaging, which juxtaposes a subdued exterior with the bright interior.
The Kaliedy logo was designed to have soft rounded edges, highlighting the tactile nature of the brand’s toys, and reflecting the safety concerns of the parents who buy the products.
The environment is a key consideration for both Kaliedy and its target market. We designed packaging made from recycled cardboard where no plastic is used, with ties made from rope. The packaging uses white ink only on the exterior with a sketch to indicate what is within.
We created a range of icons to be used on packaging and anywhere they needed to indicate key features of the product. Each piece of packaging carries an age indicator, safety indicator and also if the product has a specific sensory element, like touch, hear, shake etc.
To date customer feedback on the brand has been exceptional and Kaliedy have a 4.9 start review rating and have been awarded the eKomi Gold Seal of Approval based on reviews. The overall experience for client and customer has been extremely positive. Since launch Kaliedy has grown significantly faster than originally predicted, leading to a number of follow on projects we have undertaken with the team at Kaliedy.
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