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.