The Challenge.

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Following its separation from Walmart, ASDA needed a new own-brand toy identity that could span multiple categories and age groups. It had to spark joy for kids, feel trustworthy for parents, and flex seamlessly across global supplier networks – all without feeling generic.

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Our Approach.

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We built Hapello from the ground up. The brand’s geometric logo and modular design system were inspired by building blocks, nodding to how play fuels imagination and development. A warm, primary colour palette keeps it age-neutral and future-facing, while illustrated characters and playful patterns bring personality to every touchpoint. Crucially, we created practical brand guidelines with global suppliers in mind, making consistency easy no matter who’s applying it.

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The Impact.

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From baby toys to preschool must-haves, Hapello is now a standout in ASDA’s toy portfolio. Its cheerful, cohesive identity is helping the brand build recognition and trust across shelves with a system that’s as scalable as it is smile-inducing.