From strategy and naming, through to identity and launch, Ragged Edge worked with entrepreneur Nigel Phan to build an exciting proposition centered around swapping for toys instead of shopping for toys. Based on the concept of a shareable toy box, Whirli represents a better value, more sustainable approach to buying toys for parents, while offering children a toy box that can grow and change with them.
Ragged Edge put sharing right at the heart of the brand. The brand idea - 'Share the joy' - shaped every element of the project, from naming onwards. "We chose a playful moniker inspired by the word 'whirligig', reflecting the way Whirli toys go round and around. We then distilled the core proposition into four words - get play give repeat - and used them to inspire every part of our creative development," commented Max Ottignon, Co-Founder of Ragged Edge.
With the identity complete, Ragged Edge helped the Whirli team launch the brand to the world. The agency worked across a range of touch-points - from packaging through to a 'how it works' film - and collaborated with Hex Digital to create a playful digital presence.
