Jiminy

Jiminy was created in 2018 out of a Mother’s need to find toys for her child that were eco-friendly. Founder, Sharon, felt so passionately about it, she left her high-powered role in a multinational business and by 2022, was ready for a brand refresh to take things to the next level.

The mission of Jiminy is to inspire and empower a playfully sustainable world. 

Taking this as our starting point, we created concepts that helped communicate a toy company with a belief of sustainability at its heart.

The brand identity that emerged delved into the imagination of a child. A world that is playful, imaginative, inventive and always curious. This outlook is woven into the illustrations and the overall brand roll-out centering the brand around a dynamic, shape-shifting brand mascot. 

The changing nature of the brand ties into a more sustainable way of play by seeing multiple uses for toys outside of their original purpose, by reusing packaging to create art, by always thinking of unconventional and alternative approaches.