tonies® – The rebrand
Every brand reaches a point where the way it looks and sounds has to catch up with what it's becoming. tonies was on its way from startup to global icon and the branding needed to keep pace. I took the brand strategy and what agency Anomaly created as a starting point, and expanded it into something that actually worked in the real world – across markets, channels and every touchpoint the brand touches. A TOV that sounds unmistakably tonies. Design elements that aren't just beautiful in a deck but functional at scale. A design system that created global consistency in a way tonies had never had before.
The real measure of a design system isn't how it looks in a deck. It's whether it holds up in the wild – on tonies.com, across Instagram, facebook, print, OOH, in retail spaces globally. The consistency is there.