Creating a brand identity, design for print, digital and packaging, photography and art direction for the award-winning online children’s toy retailer.

Toyella logo design by studio denley

Toyella.com was an online store selling children’s toys and gifts. It launched in 2010 with the aim of selling well designed products to a style conscious audience.

One of the stand out elements of the Toyella brand, and something that elevated it above other online toy retailers, was a dedication and investment in its own photography.  Toyella believed in showcasing the products in a natural way, in  real environments, and where possible allowing the product design to speak for itself.

Toyella website homepage
toyella website product page design layout displaying janod stacking magnetic rocket
Press ads for toyella, adverts show plan toys cactus game and uncle goose wooden blocks

Toyella is a project where my involvement was far beyond just design. I embraced this fully and am proud that I was able to feel so much ownership of the brand. I was involved with the brand from conception, through the naming process, product sourcing and selection, copywriting, promotion, even at times packing and posting the toys.

I designed the complete brand identity, logo, website, user experience, packaging, advertising and all printed materials. As the website was a launch of an unknown brand it was important that Toyella immediately represented where its aspirations were, making the site welcoming and trustworthy. Particular attention was paid to the buying process of the site, it was crucial that the purchase and checkout flow were as easy as possible for the user.

The website went on to win two design awards. Almost from launch, the brand and its products received a large amount of recognition and featured in many publications.

Sadly, for various reasons, as of 2018 Toyella has ceased trading.