February 13, 2023

Kleanthis Loizou

How can you make a project about forgotten toys memorable? Using a playful, yet bold, brand identity, custom illustrations, minimal and strong typography and bold colors, is always a good idea.

The Forgotten Toys Project is an online space, specialized in the collection, maintenance and re-sell of vintage toys, memorabilia, and vintage collectibles as well as an online community that shares news and tips on the hobby of vintage toy collecting. The toys are provided by local and international thrift stores, vintage stores and resellers.
For the The Forgotten Toys Project a custom brand identity was created that included a logo, custom stationery, custom thank-you note, envelopes, stickers, custom tape, t-shirts, pins etc. The brand identity and logo are legible, minimal, high in contrast with a playful attitude that pays an homage to vintage design, perfectly aligned with the concept of vintage toy collecting.

The logo represents the massive story of the brand owner, who is a refugee after the Turkish invasion war of Cyprus in 1974. The robot toy, as they were fleeing from the invaders, was the only toy that survived and was brought into the camps of the refugees. Nowadays, the toy still exists and it was the initial companion who helped the owner of the brand survive the harsh conditions as well as initiated the idea of the brand. The robots eyes can be seen throughout the entire brand identity creating a consistent playful look to all of its elements

In addition, a complementary to the brand website/online shop has been developed with a playful and brand oriented character. A fully custom design that is simple, modern, and filled with the brand’s illustrations and imagery designed to be fully responsive on all devices. The shop section serves a clean way to learn and discover more information for toys end memorabilia as well as the community section is a place for sharing tips & tricks, fun facts and user written toy stories.

Designer : Kleanthis Loizou

Location : Nicosia, Cyprus

Project : The Forgotten Toys Project