Lovisa Boucher
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Trus

 

TRUS: A SHARING LIBRARY

Brand Identity

2017

Special Thanks

Petrula Vrontikits

Categories

Brand Identity

Brand Strategy

App Design


Overview

Toys R Us and Babies R Us are well established international brands. Once referred to as the “World's Greatest Toy Stores”. Today the company has lost a huge marketshare to online retailers such as Amazon. The failure to keep up with technological development has also in the failure to appeal to millennials, a new generation of mobile centric, socially responsible parents.

Outcome

TRUS is a subscription service that allows quality toys to be shared through your local community. The solution I came up with was to offer toy subscription packages that suit the needs of modern parents. The packages include a range of toys to accompany your childs development over time. Once your child is done playing with a toy, the toy will be passed on to another child instead of ending up at the landfill.

 
 
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Mission Statement

TRUS is a subscription service that allows quality toys to be shared through your local community.

 
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Logo

The logo design is inspired by classic building blocks and the science of constructional play. Symbolically it represents the idea that play is the building blocks of learning.

 
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Iconography

Whatever form they take, blocks can function as powerful learning tools. This classic toy provides the tools needed for the creative process to thrive.

 
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Brand Voice

The brand voice is fresh, pragmatic and direct. Wording is tailored to convey the values that modern parent want to teach their children. Keywords include sharing, community and generosity.

 
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Color Palette

Colorful kids spaces don't only look great, but can assist in learning and behavior too. Since TRUS is all about letting your children develop at a natural pace, primaries are used across the board.

 
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App + Web

The daily lives of millennials are highly centered around technology and rely heavily on E-Commerce to meet shopping needs. In the past parents placed their trust in companies to tell them what products was best suited for their lifestyle, but today that trust have been shifted onto fellow peers, used feedback has become critical. The strategy for TRUS online presence is to provide a platform where a community of parents can come together and exchange ideas in form of discussion boards and product reviews.

Toys are divided into categories based on different developmental stages to help guide parents to choose the right toy for their child. There will also be helpful video tutorials to help educate parents on topics such as setting up boundaries, sharing toys or even throwing parties. Communal events will also be listed such as Toy Drives or workshops. Parents will also be able to handle their shipment orders, returns and wishlists on their personal accounts.

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Retail

These playgrounds will also help cultivate the feeling of community giving parents a place to socialize and children a place to test new toys.

In some areas, old Toys “R” Us stores will be converted into inside playgrounds, offering families an affordable option to pricey adventure parks.

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