Launched in 2013 following a successful Kickstarter campaign, Candylab has become popular with children and adults for its stylish but minimalist wooden toy vehicles. Rapid growth had caused confusion for consumers who no longer could tell the difference between Candylab’s $10 play cars and its $40 collectible cars.
Working with the concept of “fun-ctionality,” design agency Selman created a new badge-like design for the company logo and, according to a PRINT article, “introduced a clear brand architecture to help consumers and retailers understand Candylab’s dual worlds. The $10 line became CandyCar, for play and world-building; the premium $40 line was renamed Candylab Mints, for collectors and design lovers. This distinction brings structure to the brand and a sense of calm to its storytelling.”
