Market launch of HABA games and toys
Games without borders
The HABA Family Group manages the HABA brand for games and toys. After developing the corporate design for the HABA Family Group, we were asked to update the look of the entire “HABA spielen” product range.
Typically, new products and innovations in this market create the necessary momentum and contribute to the appeal of game brands. HABA‘s product range has also undergone continuous development
What has not evolved over the decades is a coordinated brand style.
This resulted in a very heterogeneous brand/product range presentation with a variety of brand logo designs, color coding for age groups, and the handling of functional information, etc. As a result, even HABA fans could no longer clearly identify the full range of HABA products.
We solved the challenges with the HABA team in three stages:
- Relaunch of the brand logo
- Development of brand management
- Development of the design/communication principle
The new HABA logo is a contemporary and future-oriented interpretation of the well-known brand for games and toys. It preserves the character, expression, and impact in visual continuity and improves functionality.
The new branding creates a significant market presence and a high level of identification with the brand and its performance. Sub-brands (such as My First Games), multilingual product names, age group identification, Made in Germany, etc. – all information is organized in a systematic manner.
A flexible grid was developed for formatting all information on the back of the packaging. The integration of game-specific images, multilingual texts, and icons for the skills that can be acquired, as well as the mandatory functional elements and symbols, was standardized.
This design/communication system was implemented for all differentiated box formats across the entire game range in the form of master files/templates and made available to the internal HABA design studio as a basis for implementing the product range.
