Hearthsong
The world of play has changed a lot since toy brand Hearthsong first pioneered its Direct-to-Consumer catalog 40 years ago. Now, with an infinite variety of experiences available at kids’ fingertips, Hearthsong needed to evolve its strategy to reach a digital first generation, appealing to Gen-Z and Gen Alpha kids and their Millennial parents with a modern visual identity, website, and catalog. They needed Pearlfisher to put the heart back in Hearthsong, infusing the brand with a play philosophy that aligns to a new generation’s beliefs, behaviors, and styles.
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We’re lucky to do work that occasionally feels like playtime. But it’s been a second since we’ve had non-stop giggles or ate ice cream with reckless abandon, so working with Hearthsong gave us a chance to spark kid-like joy and creativity.
For 40 years, Hearthsong has inspired awe and a sense of wonder by believing in colossal imagination. Our goal was to position the brand with new relevance, appealing to the next generation of kids and parents while maintaining Hearthsong’s big heart.
We built a brand strategy and brand repositioning that emphasizes sparking wonder, dreaming bigger, and playing together in infinite wonderlands, brought to life with a fresh and fun visual identity that lets Hearthsong’s products transform backyards, living rooms, and play spaces everywhere.
We let our imaginations run wild by creating a supersized fun and slightly silly brand identity that’s warm and colorful, with a word mark that encourages growing, splashing, bouncing, and dreaming—a backdrop to play that engages imaginations across digital expressions and in-person touchpoints.
We also introduced a cast of whimsical illustrations that bring unexpected moments to life wherever there is Hearthsong, creating infinite worlds of imagination that know no bounds, inviting parents and kids to dream bigger, play together, and imagine endlessly.
Speaking to the scale of Hearthsong’s products and the awe they inspire, we created a brand world that amplifies the multitude of ways to play, the feeling of unlocking new universes, and the belief in the big-ness of imagination.
