Pemberton & Whitefoord LLP – BFriends

Pemberton & Whitefoord LLP was approached by Addo Play to produce the brand identity for a new range of 18” dolls, uniquely designed for The Entertainer, the UK’s largest independent toy retailer. Involved from the earliest concept stages, P&W was integral to the brand name generation, doll backstory invention and packaging concept creation.The selected brand strategy for the range is a uniquely contemporary approach, tapping into the late Gen Z and Gen-Alpha generations, the most technology-connected demographics there has ever been. The packaging soltuion for the range features bold graphic elements and colours ensuring strong stand-out from competitor brands. Through play, the BFriends dolls (Emily, Megan, Amelia and Mia) encourage creativity, confidence and character development. Each doll has their own identity, bespoke outfit and long, realistic hair.Simon Pemberton, Partner at P&W art-directed the project. He commented: “Our assignment from Addo to produce a brand identity for doll range, a highly competitive area within the toy industry, was a challenge. Our brand strategy and design solution have the distinctive digital association we were looking to achieve from project commencement.”