When I was approached to work on Chooby the client had a business concept, and a name – Great Aussie Toystore.
Design as a strategic tool
After discussing some of the implications and strategies regarding brand names, the client was open to new possibilities. My proposal was to create a brand to enable the company to sell its own brand of toys.
The objective was to create a character-based identity to give the business a personality. I began the naming process with ‘Benny’, and an imaginary animal I called a ‘Koalaroo’. Finally, Chooby was selected, an identity capable of bringing the company’s brand to life.
Creating mischief
A key objective of the brand was to personify ‘fun’. This was translated into the Chooby character mischievously appearing on the letterhead, business cards, and throughout the web site.
