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 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.

Top down view of green toys recycled plastic stacking cups in purple, green and blue on an oak wooden floor. Uncle goose stacking wooden alphabet blocks Plan toys wooden balancing cactus in front of a grey painted wall

One of the stand out elements of the Toyella brand, which 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 allowing the product design to speak for itself.

Toyella website homepage design 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

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.

My involvement in Toyella went far beyond design: I was involved with the brand from conception, through the naming process, product sourcing and selection, copywriting and promotion.

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