Typographic system for a leading American toy retailer that pioneered an interactive assembly process.
Founded in 1997 Build-A-Bear Workshop pioneered an interactive process in which a stuffed animal is assembled and customised during a store visit. It has over 400 stores across the US, Europe, Asia, Australia, Africa and Middle East.
We worked closely with branding agency Idea is Everything to reimagine the brand’s potential and future opportunities. An essential part of the new identity was a playful bespoke typeface which was generated by using an innovative opentype layered approach where the letterforms are automatically randomised and jumbled.
Creative direction and graphic design: Idea is Everything, Bethany Plummer, Steve Rawlings, Lily Darling.
Font engineering: Christoph Koeberlin
Additional visuals: Idea is Everything and Build-a-Bear.
Facebook banners: Build-a-Bear Australia
Store design and photos by: Nelson worldwide
