Merle Branding, Packaging, and Toy Design

Merle Toys, a family-owned company based in Vienna, specializes in crafting wooden toys that ignite imagination, connect children with nature, and promote a sense of calm. With a commitment to quality craftsmanship and sustainability, Merle Toys aimed to enhance its brand presence and differentiate itself in a competitive market.

Merle Toys brand logo designed by Quirk Design Studio, featuring playful typography and natural colors that reflect the company’s commitment to crafting wooden toys for children, displayed on a rustic wooden background.

Discovery and Strategy

We began with in-depth research to understand Merle Toys' core values, target audience, and competitive landscape. This informed our strategy to create a compelling brand identity that resonated with consumers and set Merle apart from its competitors.

Brand Development

Inspired by the ethos of Merle Toys and the French meaning of "merle" (meaning "bird"), we developed a brand identity centered around creativity, intelligence, and sustainability. The logo, featuring a stylized bird, visually represents Merle's connection to nature and playful spirit.

A child joyfully holding a wooden dinosaur figure, representing the playful spirit and quality craftsmanship associated with wooden toys. This image encapsulates the essence of imaginative play and a connection to nature, values that Merle Toys striv
Merle Toys brand logo designed by Quirk Design Studio, presented on a blue background to enhance its playful and engaging design, reflecting the brand's dedication to quality craftsmanship.
Merle Toys original logo color designed by Quirk Design Studio, showcased on a beige background, symbolizing the natural materials and craftsmanship of their wooden toys.
Inspiration image showcasing a black bird photo on the left and a textured wood background on the right, symbolizing the natural materials and wildlife themes that inspire Merle Toys' wooden toy designs.
Brand image featuring the color palette of Merle Toys, including ink blue, red, light gray, and pink, reflecting the playful and natural essence of the brand's identity.
A joyful girl engaging with a variety of wooden toys, showcasing the imaginative play experience that Merle Toys aims to inspire in children.

Visual Identity System

We established a cohesive visual identity system across various touchpoints, including packaging and marketing materials. Consistent typography, imagery, and design elements were employed to ensure brand recognition and cohesion, with the bird motif subtly integrated throughout.

Packaging Design

Leveraging insights into consumer preferences and sustainability trends, we designed packaging that showcased Merle's products while communicating its eco-conscious ethos. Sustainable materials and minimalist design elements were utilized, with the bird logo serving as a focal point on each package.

A collection of round Merle Toys stickers designed by Quirk Design Studio, showcasing a variety of vibrant colors that reflect the playful and imaginative essence of the brand. Each sticker features the Merle logo and highlights the company’s commitm
A stylish Merle Toys branded bag designed by Quirk Design Studio, featuring the company’s logo and a playful design that embodies the brand's commitment to quality craftsmanship and sustainability. This eco-friendly bag is perfect for showcasing the
An elegant letterhead design for Merle Toys, created by Quirk Design Studio. The letterhead features the playful Merle Toys logo at the top, along with soft pastel colors and whimsical design elements that reflect the brand’s commitment to imaginatio
A collection of Merle Toys business cards designed by Quirk Design Studio, showcasing the brand’s logo and vibrant color palette. Each card features playful typography and a minimalistic layout, emphasizing the company’s focus on quality craftsmanshi
A beautifully designed notepad for Merle Toys, created by Quirk Design Studio. The notepad features a clean layout with the Merle Toys logo at the top and subtle illustrations of wooden toys along the edges. This stationery piece combines functionali

Toy Design

Our toy designs reflect Merle Toys' mission to provide meaningful play experiences. Collaborating closely with a team of educators, we crafted toys that stimulate imagination, creativity, and learning. Using sustainable materials such as natural wood, our designs promote environmental responsibility while engaging children in tactile and sensory experiences. From open-ended playsets to award-winning building blocks, each Merle toy encourages exploration, problem-solving, and social interaction.

A joyful image from Shutterstock depicting a young girl engaged in imaginative play with a variety of colorful wooden toys. The vibrant scene captures the essence of childhood creativity and exploration, highlighting the tactile and interactive natur

We have been looking for a toy that allows our son free play and supports his development. Merle Toys has met all our expectations.

Sabrine G.

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Results

Our collaboration with Merle Toys has yielded remarkable outcomes that reflect our shared commitment to creativity, sustainability, and educational value. The development of a distinctive brand identity, coupled with innovative toy designs, has significantly enhanced Merle Toys' market presence and garnered recognition for its quality and integrity. Each product proudly displays the "spiel gut®" seal of approval, solidifying Merle Toys as a trusted provider of enriching play experiences that inspire imagination and promote holistic child development.

Looking ahead, we remain dedicated to our partnership with Merle Toys, crafting new designs and experiences that empower children to explore, learn, and thrive in a world of endless possibilities.

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