My project is about a shelter for abandoned children’s toys. Each of us had favorites in childhood, but when we grew up we forgot about those with whom we spent all our childhood. Toys were left collecting dust on shelves or lying in dark and cramped boxes in attics and closets. Here, each toy can find a home, find a new loving owner and receive care and attention, which are so lacking. In addition, this shelter is useful for people who cannot afford new toys.
The purpose of the toy shelter is to ensure that its inhabitants do not feel abandoned and old, but continue their existence without losing the hope of finding an owner and a loving family again. Here no one is judged for their appearance and emotions; here the best educators take care of those who cannot take care of themselves. The shelter hosts various charity events and open days, where everyone can take the stuffed toy home.
The identity is based on simplified illustrations of the most popular types of soft toys, which are clear and familiar to everyone at first glance. These toys have defects: torn off ears, hanging threads and buttons instead of eyes, which hints that they are far from new. The main colors are pink and blue, the stereotypical colors of the separation of boys and girls, which sends us back to childhood and carelessness. The project is recognizable thanks to the typography – a “plump” font that embodies frivolity, childishness and “torn off” letters, in place of which, as if from buttons, hanging threads remain.
My project reminds people that we have to take care of those we have tamed. The fact that old and perhaps not the most beautiful toys also need attention, care and love, because they gave us childhood.
- Agency/Creative: Anastasia Donskaya
- Article Title: Brand Design for Lost Toys Shelter by Student Anastasia Donskaya
- Organisation/Entity: Student
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Europe
- Project Deliverables: Brand Design
- Industry: Non-Profit
- Keywords: toys, branddesign, shelter, graphic design, identity
Curator: Evgeny Kashirin