Meraki Toys

Brand and identity for upcoming soft toys store.

meraki /may-rah-kee/ (adj.) A word modern Greeks often use to describe doing something with soul, creativity or love — when you put “something of yourself” into what you do, whatever it may be.

meraki is one of those words, said to be untranslatable, conveying “labor of love”.

Created purposefully for infants, toddlers and preschoolers, Meraki's soft toys aim to be your child's favorite toy, the one they can't sleep without.

Business Cards

I was asked to capture the essence of this "labor of love" for their brand identity.
In conversations with potential customers, I've found mainly 2 themes:

  • parents of infants and toddlers, who are primarily concerned about quality materials, want a night time soft toy for their child to sleep with and;
  • parents of toddlers and preschoolers, who are primarily concerned about durable materials, want a day time soft toy, capable of withstanding a very active lifestyle.

That lead to the two style lines you see below: the white line, evoking feelings of purity, and cleanliness, and the bright line, with bright pastels evoking feelings of youth, energy, and innocence.

In case it's not obvious, the purpose of having more than one business card is to hand out the one you feel that will resonate more with your interlocutor.