A lifestyle brand offering Montessori-inspired tools to help elevate child-led play

BRANDING + brand collaterals

BRAND STORY

Elephlay was founded by Phuong & Victor Chin, a Montessori-inspired family based in Brisbane, Australia. Their journey as Montessori parents taught them to make simple shifts in their mindset and play space that helped elevate child-led play.

The Chins understood the frustration parents feel at the perpetual hamster wheel of tidying up clutters and toys each night after their children go to bed. They also want to create a system for parents where there is a place for everything using baskets and trays that are both functional for children and aesthetically pleasing for their home.

After much research and user testing, they decided to bring to life their own lines of fit-for-purpose baskets and trays, designed for little hands. Helping families eliminate visual clutter in their homes and create more space – for bonding, creativity and joy!

BRAND inspiration

We wanted Elephlay to be a tasteful brand that sparks joy into people’s home. We want an experience that makes the audience feel soothed and guided as they make conscious decisions for their kids’ play space.

The brand focuses on Montessori-inspired tools that are thoughtfully designed to encourage your child's independence, foster curiosity, and nurture focus. Each product is child-sized with thoughtful features like intuitive handles, rounded shapes, and content visibility in mind. All baskets and trays are also designed with high-quality natural materials, expertly handmade by Vietnamese artisans.

THE LOGO

To convey a modern and whimsical look for the brand, I’ve chosen a stylish sans-serif font for the logotype and paired it with a charming serif tagline. The contrast between the font styles provides a unique elevated look, while the lowercase gives a soothing and approachable look for the brand. The dot under the second “e” helps our mind to place a syllable break for the intended pronunciation of the brand name “ele-phlay”, while signifying the support you give to parents through your frameworks and infusing a playful side of your brand.

BRANDMARK

We created two brandmark that act as an extension of the logo. The first brandmark is a hand-drawn circular mark with the brand name broken into two syllables stacked on each other. They are designed to fit into a tighter space where the primary logo is not feasible.

The second brandmark is an iconic monogram for Elephlay and designed to brand Elephlay’s physical product, so we can distinguish the brand’s beautiful products from other toy organizers in the market.