tonies® brand refresh

01 — THE SITUATION

tonies had grown from German household name into a global brand. The rebrand had to work in five markets and beyond, on everything from a product box to a PDP – and be usable by teams and agencies who'd never been in the room.

02 — WHAT I DID

Shaped the rebrand through development – my team pressure-tested Anomaly's work in real tonies applications before sign-off – then owned it from handover. Refined it into something distinctively tonies, built and governed the design system and guidelines behind it (Figma component libraries through to CMYK and Pantone print production), and ran rollout and onboarding across web, product, digital, OOH and POS.

03 — WHAT HAPPENED

Craft and consistency held across five markets – DE, FR, US, UK and ANZ. Partner agencies called the guidelines the most helpful and detailed they'd seen.