HEARTHSONG

Visual Identity

Hearthsong is a well-known parent-child educational toy company in the United States. Founded in 1983, Hearthsong is committed to promoting the development of children. At present, it is one of the world's leading toy manufacturers. Hearthsong believes that "games can become the best tool for children to learn". From educational educational toys and scientific exploration toys to parent-child interactive play space toys and outdoor toys, Hearthsong adheres to the advanced educational concept and is committed to providing children with better quality, meaningful and fun products and educational solutions. In 2017, Hearthsong parent-child educational toys officially entered China. Facing the Chinese market, Hearthsong realized that the original brand image of the 1980s style can no longer meet the aesthetic needs of Chinese consumers, nor can it help Hearthsong stand out among many educational toy brands in China. How to inject new vitality on the basis of the original brand popularity, make it more in line with the aesthetic trend of contemporary consumers, better adapt to new businesses, and meet the needs of Chinese families at different levels and scenes to a greater extent has become a major challenge for Hearthsong to enter China. To this end, Hearthsong cooperated with derelab.



We used the English name Hearthsong of the brand and gave her the Chinese name "Hearthsong", which is loud and full of positive energy. We hope that this word can bring consumers an optimistic spiritual power. At the same time, we have creatively redesigned the brand font to make it full of flexibility and interest, which is in line with children's aesthetics. Considering the high popularity and certain user accumulation of Hearthsong in the United States, we retained the main color of the original brand - blue, but made some minor adjustments to the once dull and old-fashioned blue. On the one hand, it does not affect the old users' rapid identification and perception of Hearthsong. On the other hand, it gives Hearthsong a sense of fashion through a more fresh and bright blue, so as to attract the attention of more new consumers. In the field of parent-child education, we have an insight that parents who pay attention to children's education, pay attention to children's "play business" and are willing to consume educational toys generally have received good quality education, have relatively advanced educational ideas and high consumption ability, and can be said to be a group of "high-quality" users. This consumer group often has high requirements for visual image while investigating product functions.



Therefore, based on the main vision, we further designed auxiliary colors, such as adjacent colors such as blue and green, and contrast colors such as orange and pink. These colors are used in products, packaging, materials and various external image output places to create a clearer, three-dimensional and complete visual image for Hearthsong. In a word, taking the opportunity of entering the Chinese market from the United States, we helped Hearthsong rebuild a new brand image with children's interest, diversity and vitality, so as to help it explore the market and trade cooperation in the future.

美国HearthSong哈尚玩具是美国家喻户晓的亲子益智玩具公司。创办于1983年的哈尚致力于推动儿童的发展，目前是全球领先的玩具制造商之一。哈尚相信，“游戏可以成为孩子学习最好的工具”。从充满教育意义的益智玩具、科学探索玩具到亲子互动的玩乐空间玩具、户外玩具，哈尚一路秉持先进的教育理念，致力为孩子提供更优质、有意义、玩中乐的产品及教育解决方案。2017年哈尚亲子益智玩具正式进入中国。面对中国市场，哈尚意识到，原有的80年代风格的品牌形象已不能满足当下中国消费者的审美需求，更无助于让哈尚在中国众多教育玩具品牌中脱颖而出。如何在原有品牌知名度的基础上，注入新的生命力，使其更加符合当代消费者的审美趋势，更能适应新增业务，更大程度地满足中国家庭不同层面与场景下的需求，成为哈尚进入中国面临的重大挑战。为此，哈尚与Derelab展开合作。

我们沿用了品牌的英文名称HearthSong，并赋予她“哈尚”这一响亮而充满正能量的中文名称，希望这个字眼能带给消费者一种乐观向上的精神力量。同时，我们创新性地重新设计了品牌字形，使其方圆中充满灵动与趣味性，符合孩童审美。考虑到哈尚在美国具有相当高的知名度及一定的用户积累，我们保留了原来品牌的主色调——蓝色，但对曾经那个略显沉闷与老气的蓝色，做了一些细微调整。一方面，不影响老用户对哈尚进行快速识别、感知，另一方面，通过更加清新亮眼的蓝色，赋予哈尚一抹时尚感，以吸引更多新消费者的目光。在亲子教育领域，我们洞察到，那些重视儿童教育，注重孩子“玩商”，乐于消费益智类玩具的父母们，一般自身接受过良好的素质教育，有着相对先进的教育理念，具有较高的消费能力，可以说是一批“高质”用户。这一消费群体在考察产品功能的同时，往往对视觉形象的要求也很高。

因此，我们在主视觉的基础上，进一步设计了辅助颜色，比如蓝绿等邻近色，以及橙粉等对比色。这些色彩运用在产品、包装、物料，及各种对外形象输出的地方，为哈尚塑造出一个更加清晰、立体、完整的视觉形象。总而言之，借由美国哈尚进入中国市场的契机，我们帮助哈尚重新打造了童趣、多元，充满活力的品牌新形象，为其之后开拓市场及贸易合作助一臂之力。