tonies®
Winner
Excellence in Brand Strategy and Creation
Brand Design – Packaging
Credits
Company / Customer
Agency / Design
Details
Tonies® is experiencing strong international growth – with new markets, product categories, and over 900 figures. The increasing complexity at the point of sale required a fundamentally new packaging system. The task was to sharpen and modernize the brand, create a scalable structure, strengthen licence presentation, and enable instant orientation. The goal was a globally adaptable design system that consistently
The Jury‘s Statement
With international expansion and a rapidly growing portfolio, tonies® faced a central brand task on the shelf: orientation had to become faster, the brand clearer, and the system usable across many markets. The new packaging logic addresses this with a precise order of fixed brand elements and flexible areas for licences and categories. The “tonies Arch” provides a robust visual stage for this. As a result, the entire ecosystem remains legible at first glance, while the emotional bond with the brand is strengthened without diluting its profile.
