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Jucarenia is one of the largest children's goods store chains in the Republic of Moldova. The chain has a wide range of children's toys, accessories and children's books. Cutline had the task to develop a new brand position and visual communication.


Client: Jucarenia
Date: 2019
Industry: Retail


Corporate identity
Brand manual

The main challenge was to find a suitable image in the brand identity reflecting both the client himself and the product created.After a long search of metaphors and images we came to the apparently obvious solution of creating a character that would illustrate the client's team on the one hand and the principles underlying the creation of the product on the other hand.

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