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#wannasee

#case: Play&Go

https://storage.tally.so/ddb99610-f5d2-4e8b-9da3-f4121f970bb6/P-G_catalogus-mockup.png
From toy mat to brand with more substance. This is how we put Play&Go on the map: ready for scale, recognition, and a world full of products.

Play&Go asks

The collection is growing. So are the categories. But what about recognition and navigation? They were falling behind. Play&Go came to us with these challenges:
#1 -- More play, less chaos: The visual identity needed to feel like... Play&Go again.
#2 -- Guiding customers: How can we ensure that customers understand more intuitively what goes with what?
#3 -- Boost recognition: Certain product groups were barely noticed. Time to turn on that spotlight.
#4 -- Thinking ahead: How do we build a visual and strategic system that evolves with new products and sub-lines?
https://storage.tally.so/b2d3306b-cbeb-4da3-96c5-2aad5a2a32ba/Schermafbeelding-2025-08-28-om-14.15.01.png

šŸ§  think

We mapped out the entire brand ecosystem, starting from what already existed and adding what was necessary.
- Clear product structure for existing and new products
- Rebranding of Play&Go as the mother brand
- New names and colors for each product group
- Sub-branding that matches and stands out (colors and graphic elements)
- Strategy: how do we launch Play&Go 2.0?
https://storage.tally.so/cfe0e5c4-10e0-485d-a2d6-099770fb1d81/Foto-28-08-2025-om-15.40.jpg

Product marketing

We came up with the playā€¢storeā€¢go concept as a brand compass: each product group must fulfill at least two of the three pillars. The Noomad? It ticks all three boxes. By consistently repeating playā€¢storeā€¢go in logos, on the website, in videos, and in the catalog, we build recognition, rhythm, and brand value.

Brand strategy

Endorsed brands as models: sub-brands with their own identity and recognizable Play&Go signature.
Think: character + trust + scalability.
- ā€œby Play&Goā€ as a quality label
- Freedom to play with target group and look & feel
- More flexibility for new launches
Subbrands (and new names) such as:
- Noomad original/soft/outdoor/mini (derived from travel bag/nomade)
- Soo (bucket in French)
- Toto (derived from tote bag)
- Tiloo (plays on ā€˜tileā€™)
- Coco (from cocoon)

Concept launch campaign

For the launch campaign, we developed four hero elements that clearly convey the brand story.
- The launch video captures the vibe in 30 seconds: behind the scenes, kids shouting ā€œOOOOOOOā€ at the top of their lungs, and the playā€¢storeā€¢go principle in action. Catchy, recognizable, and 100% kids first.
- Create explanatory videos that specify playā€¢storeā€¢go for each product group.
- A header image on the website shows the entire range at a glance.
- And with campaign images in a tone-on-tone style, we take aesthetics and recognizability to the next level.
https://storage.tally.so/ffc8c312-71c8-4918-aac1-b4282f58bdb5/P-G_producten-02.jpg

šŸŽØ check

Visual identity? Playful yet sleek. Tone-on-tone for calm and recognizability.
#Subbranding per line with its own colors and accents
Each subline was given its own color, tailored to the overall picture, but powerful enough to shine on its own.
That color sets the tone for the look and feel: in tone-on-tone campaign images, children, setting, and styling match the subcolor. The result? Color, fun, and visual pop, with the product as the unmistakable centerpiece.
https://storage.tally.so/f2e036bc-92b6-4530-b8ec-54cf7e6ba69a/Schermafbeelding-2025-08-21-om-16.35.13.png
#Derivative logos ā€“ all related to the original
Each subline was given its own logo, derived from the main brand. The recognizable slanted ā€œoā€ remains the common thread, a subtle but clever nod to Play&Go.
Just like the colors, the logos are also related to each other: different enough to have their own character, but clearly related. Think of them as cousins: all different, all Play&Go.
https://storage.tally.so/c5bca370-bf35-45c3-82a5-23da2ab12c3f/P-G_subbrandlogo-s.jpg

šŸš€ do

In this phase, we turn everything into tangible output. From concept to campaign, from strategy to images. Everything is developed, tested, and prepared to really make the brand land. From visual identity to full launch:
- Campaign images and launch video - Play-store-go explainer videos - Pack shots (3D renders and photo shoots) - Catalog redesign + mock-ups - Website redesign: wireframes and UX flow (check www.playandgo.com)
https://storage.tally.so/baba69af-0263-445e-8f7f-c4d184f66579/Schermafbeelding-2025-08-20-om-15.51.07.png
https://storage.tally.so/8515e311-44da-4a42-8436-07703a02052a/PG_schermopnameNoomad-ezgif.com-video-to-gif-converter.gif
https://storage.tally.so/f4d905bf-d599-4df0-842b-8e5ee11e1b6e/PG_launch_tiloo-ezgif.com-video-to-gif-converter.gif

play. store. go.

One brand. Five sub-lines. Endless possibilities. We haven't changed the DNA. We've made it visible. And we've done it with incredible enthusiasm. More of that please!

yesssss, I want this too!

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