Ethos updates Hamleys branding

Ethos Brand Design is on the verge of unveiling its revamped brand identity for toy store Hamleys, final artwork for which is due to be signed off this week.

The group is also redesigning Hamleys’ own-label packaging.

The work involves a ‘significant’ fee, but Hamleys chairman Simon Burke refuses to divulge the exact figure. Ethos was initially briefed to look only at Hamleys’ own-label packaging, which covers products from soft toys and dolls to toy soldiers and radio-controlled cars.

But it felt Hamleys’ logo looked dated and didn’t successfully reflect the store’s position in the marketplace, says Ethos managing director Babu Datta. As a result, the logo fell under its brief too.

‘[The marque] needed reworking, but we couldn’t dismiss what had gone before completely and lose its character,’ he says.

The logo has been slightly redrawn, but retains its ‘trademark’ handwritten feel to make it ‘friendly and approachable’. It is a ‘big move on’ from what exists, Datta adds.

The identity, due to be unveiled in a month, needs adjusting so it can work more effectively on packaging, Burke adds.

Hamleys addressed the packaging of its own-label goods as the range had grown unevenly over many years, Burke says. ‘Different packs incorporating uneven executions of the logo had developed.’

The logo will be applied initially to packaging, but Hamleys has not ruled out applying it more widely.

Ethos is not looking at store interiors. Hamleys refurbished its flagship store in London’s Regent Street in 2000, with interiors by The Clinic and Watson Design.

Ethos was appointed following a creative pitch against another consultancy.

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