Toca Boca is a gaming studio creating safe digital playgrounds where players can have fun and feel free to be themselves. Their fan base has grown to hundreds of millions of kids and tweens, averaging 60 million players every month.

Toca Boca needed to level up their identity to keep up with their growing audience. Our brief was to create a master brand that could bend, stretch, and flex, to frame their ever-growing universe of new games and experiences.

Diving deep into scientific research (zzzzzzz) about play, we were inspired by the innately human need to explore and test boundaries. To set rules, break rules, and change rules. And this insight led us to the design concept, Boundless Play, which allows the brand to grow older without ever growing up.

The new identity ‘sets rules’ for consistency and ‘breaks rules’ for creative expression. We set rules with a re-crafted logotype, multicolored palette, bold typeface, and an accessible and absurd tone of voice. While graphic gestures, inspired by game interactions and boundless play, break the rules and wiggle their way into various spaces. They are supported by smiling emojis, in-game items, and characters, as well as the signature motion bounce that defies gravity.