Challenge

Teamson Kids, a New York-based children’s play furniture brand, aims to help children learn skills and values through imaginative play. The brand wants a playful yet not overly childish identity, evoking a “little grown-up” spirit. The existing logo was too plain, had low memorability, and placed too much emphasis on the parent company name, Teamson.

Solution

We enlarged the word “KIDS” so that it’s instantly recognizable as a brand for children. The letter “O” in “TEAMSON” was anthropomorphized to resemble a hatching chick—symbolizing the infinite possibilities children hold. A slightly tilted stance adds a sense of motion and playful charm. Instead of the typical bright colors associated with children’s products, we chose a more subdued palette to capture a “little grown-up” feel, balancing youthful energy with a hint of maturity.

Outcome/Results

The new logo is far more memorable and lively, resonating with parents and retailers alike. It helped Teamson Kids secure additional distribution channels in North America, Europe, China, and Taiwan, reinforcing the brand’s position as a playful yet sophisticated choice in children’s furniture.

Additional Videos