Fun Branding for those who never stopped playing

Hoobyland is a blog dedicated to the world of hobbies, toys, DIY constructions and new creative sector. It is a space where nostalgia, passion for games and enthusiasm to discover new hobbies coexist. Their audience is young-adult: people who continue to enjoy building, collecting or assembling sets as if time did not pass.

The project seeks to convey that ludic and curious essence, through a striking, friendly and memorable visual identity, that works well in digital environments such as blogs, social networks or specialized fairs.

Main objectives of the project

The points I have worked on this project focus on creating a brand that is both playful and functional, with a visual identity that connect with the public from the emotional and the creative. So the objectives have been:

• Create an attractive logo that connects with the game world and hobbies.
• Design an identity that is fun but not childish, adapted to an adult public with a young spirit.
• Combine typography and character in a creative way.
• Use colors that evoke technology, game and digital universe.

The goal was always to reflect the essence of the world of hobbies and games without falling into children's codes, always keeping a modern look and adapted to the digital environment.

Color and typography palette: game, technology and energy

The identity is based on a Contrast and vibrant chromatic palette, which refers to the universe of modern toys and digital environments:

• Dark blue (# 005EB8): used in typography, provides legibility and seriousness without losing freshness. It also connects with the tech world and collectionism.
• Light blue (# 1AADD3): gives light, dynamism and a sense of cheerful modernity. It is a color very linked to the universe of innovation and entertainment.

The combination of these two tones results in a system highly recognizable visual, full of life, perfect to stand out on screen.

As for typography, I chose Madimi One, a source of rounded and friendly shapes, with volume and personality, which reinforces the playful tone without becoming childish. Its thick shape allows graphic interactions with other elements of the logo, as in this case the central character.

Design of the logo and the integrated character

The Hoobyland logo revolves around a key element: a small hairy, white and friendly monster, which is fully integrated with the text. His eyes are not any eyes: they are the two letters "or" from Hoobyland, transformed to give them life.

East central character not only represents the universe of hobbies and toys, but also provides:

• An emotional touch: it generates sympathy and closeness.
• A memorable silhouette: it works even as avatar or isotype.
• A bridge between the infantile and the adult: it transmits fun with mature design.

The shape of the monster too remember card game creatures, video games or collection dollsstrengthening the connection with the sector.

An alternative version was also made, with the clearest (blank) background, to be used in other sections of the web as well as in Merchandaising.

A brand that connects with the inner child

Hoobyland has been one of those projects where design allows to play. Creating a brand that connects with an audience as passionate as that of hobbies is a challenge and an opportunity to explore new forms of graphic expression.

Thanks to this design, the brand clearly transmits its purpose: be that space where the playful lives seriously. At the professional level, it was a very enriching exercise of balance between fun, strategic design and emotional communication.