Gentle Giant

In 2018, Gentle Giant LTD was excited to announce their new mass market collectible toy division Gentle Giant Toys. Gentle Giant Ltd. was known as an industry leader in the high-end collectibles market for almost two decades, and were pioneers in using digital scans and data to make collector consumer products.

 
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The Challenge

The branding for Gentle Giant Ltd./3D Systems could have been utilized as an umbrella for the new toy line. However, it was decided to create new branding for this new and fun sector of the company.

 
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Our Solution

We researched the company’s history to find potential story DNA that could relate to the new Gentle Giant toys story. The current Gentle Giant Ltd./3D Systems logo is purely typographic. However, the original logo depicted a delicate butterfly upon a metal forge. This image seemed to appropriately reflect the delicate artistry of the company juxtaposed by its industry strength and expertise. We then developed a narrative to support the launch of the brand.

 
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The Story

The Giant and the Butterfly

Not so long ago, a giant met a butterfly. The giant was strong, wise and loved his home. The butterfly was beautiful, funny and loved to rome.

The giant wanted to catch the butterfly to make his home fun and cool. The butterfly wanted to travel the world full of things cool and fun.

The giant let the butterfly free to rome, play and discover new things. The butterfly happily returned to visit and share what it learned about our world.

 
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The Solution

While discussing the strategy with Gentle Giant, it was revealed that there was an early illustrative iteration of their logo that depicted the CEO Karl Meyer as a giant with a butterfly. We immediately began sketching a more updated and graphically styled version. The idea that the Giant represents the company's history and expertise in the world of authentic replication while the butterfly is the embodiment of the company's artistic and innovative style was perfect.

While discussing the strategy with Gentle Giant, it was revealed that there was an early illustrative iteration of their logo that depicted the CEO Karl Meyer as a giant with a butterfly. We immediately began sketching a more updated and graphically styled version. The idea that the Giant represents the company's history and expertise in the world of authentic replication while the butterfly is the embodiment of the company's artistic and innovative style was perfect.

 
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The Outcome

The graphic illustrations of the giant were paired brilliantly with more toyetic typography. With a fresh new and bright green colorway, the new branding effectively represents the company’s exciting and fun mass marketed toy lines.

 

 

Project Scope:

Strategy:
Positioning /  Creative Direction

Branding:
Visual Identity / Illustration