Whirli works to transform playtime
At the early stages of its conception, toy subscription brand Whirli’s founder went to Ragged Edge with an innovative brief: to change the perception of playtime. From this, sprang the idea of a shareable toy box, taking into consideration that, more often than not, toys are easily forgotten and cast aside after just days of use.
To show people that life can be fun even after childhood, Whirli collaborated with branding agency Ragged Edge on its brand strategy, naming, visual identity and brand launch.
The goal for both Whirli and Ragged Edge was to create a brand that doesn’t address only kids, but adults as well. For this, the agency worked with entrepreneur Nigel Phan to bring something new to the table, something different to what customers expect from a toy subscription service. The result was the introduction of a new concept that trades shopping for swapping.
Offering a sustainable solution for all the toys that go to waste, Whirli encourages parents to provide their children with a box of toys that changes at the same rate they change, all while benefiting from the feeling of sharing. The brand idea that the tagline ‘Share the joy’ conveys, has influenced every element of the brand, from its name to its products.
Max Ottignon, co-founder of Ragged Edge, says, “We chose a playful moniker inspired by the word ‘whirligig’, reflecting the way Whirli toys go round and around. We then distilled the core proposition into four words, get play give repeat, and used them to inspire every part of our creative development.”
Whirli’s brand identity is full of bright, eye-catching colours, character gifs and unlimited copy, which differentiates it from the other toy brands in the industry. The brand design is fun and contemporary, making it visually exciting for both kids and adults alike.
Ragged Edge rolled out the Whirli’s new image across all brand’s touchpoints, including packaging and a ‘how it works’ film, produced in collaboration with digital marketing agency Hex Digital, enhancing Whirli’s digital presence.
Nigel Phan, founder of Whirli, says, “Whirli is something completely new. And as with any new idea, there were an almost infinite number of hurdles to overcome, from the operational to the emotional. So I didn’t need a design agency, I needed a true partner who could help me bring this ambitious idea into the world.Together with Ragged Edge, I believe we’ve created something genuinely unique, with the power to change how people think about toys."
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