How can one represent a child’s imagination? By giving it the space to continue growing. If Amigos de Conta allows each child’s fantasy to fly without limits, how could its’ brand not do the same?

When we were approached to create the brand for a new store where each child imagines, builds, and decorates their own stuffed animal, we realized that, more than just toys, this concept promised freedom for imagination, magic, and creativity. So, we built a brand around the perfect representation of creativity and childhood play: the imaginary friend. A magical friend, unique to each child, taking the form of their own imagination.

It is these friends from the world of Make-Believe that are represented in the brand name: Amigos de Conta (“Faz de conta” means Make-believe, so Amigos de Conta roughly translates to Make-believe Friends).

But it is in the logo that these imagined friends come to life. The symbol represents the act of imagination in a childlike language: a symbiosis between a cloud, a thought bubble, and the snout of a stuffed animal, upon which, armed with a crayon and their creativity, each child can present their friend to the world: whether it’s a pirate bear, an explorer sheep, or a dancing cat.

In the communication, the brand invites each of us to embrace our inner child and answer, for the first time in many years, the question “What does my imaginary friend look like?” The color palette is as varied as the crayon box used to create the illustrations that fill each piece: from the packaging to the store walls and social media.

This free and creative attitude also shines through in the jingle created for the brand: A child, lost in the act of play, humming lalalas in a simple melody, reminiscent of playground nursery rhymes.

Amigos de Conta’s brand allows children’s imagination to transform, complete and add to it, thus becoming as free and infinite as imagination itself.