CaNDYLAB
BRAND EVOLUTION & refresh OF THE New York City toy company’S visual identity
Brand Identity, Packaging, Digital Design, Web Design, Illustration, Art Direction, Email Marketing Design
Created with Selman Studio
① CANDYLAB LOGO FAMILY
Candylab faced confusion around product sizes and distinctions across its lines. Through in-depth research and a return to the brand’s core inspiration, we created a clear, unified look that brings everything together while keeping each line visually distinct. Custom logos evoke a sense of nostalgia, making each sub-brand both recognizable and true to the brand’s mid-century spirit.
② BRAND REFRESH
Candylab’s refresh started with a type exploration inspired by mid-century science books, Nasa and World’s Fair posters, reflecting innovation and imagination. Sub-brands use purpose-driven color: vivid backgrounds for play-focused toys and crisp white for the collectible series. The modular design system, influenced by vintage children’s lab kits and the periodic table, brings structure, nostalgia, and clear distinction throughout the brand.
③ SITE DESIGN & MARKETING EMAILS
We carried this refreshed visual identity into the brand’s site design and marketing materials, ensuring a seamless and consistent experience across all touchpoints. The typography, color palettes, and modular design system were applied thoughtfully to create clear navigation while highlighting the product line distinctions and create brand recognition that remained playful.