The Toy District (Action City Rebranding)

For my final year project in polytechnic, I chose to rebrand Action City, a local toy collector shop. Being a toy collector myself, I am familar with this brand and felt that the brand could do alot better in their branding and marketing aspect. My approach is turning Action City into a ‘Buzzling Toy District’- targeting the toy collectors. Hence, the goal of the project is to create value for Action City toys to draw more consumers and turning these consumers into loyal customers.

Concept & Inspiration
‘The Toy District’ concept was derived from the brand name ‘Action City’, a store which sells a wide variation of toy gifts. With toy collectors of age 20-35 being the most active customers of Action City, I decide to direct the brand to target his group of people. Thus, the brand has to be energetic, engaging to attract these toy fans. The idea of building virtual toy metropolis to represent the brand, allows the brand for more marketing opportunities and events in engaging its consumers.
Starting from the logo, a toy mascot is introduced as representative of this city. This allows Action City to have their very own toy series, attracting customers to become loyal toy collectors at the same time increase its brand awareness.

The Packaging
Created 2 kinds of packaging – the normal bag for small toys while the bigger option for bigger toys to protect the toy bought.The branding consistancy remains throughout the packaging varients to keep a memorable brand impression.
The bigger packaging is also design in a way which reduce wastage. One will be able to deconstruct the outer packaging to construct various buildings to create their very own Action City.

The Storefront
The storefront was also rethought and rebranded with its brand colour and logo, to keep a consistant look and feel. Even the staff outlook was also carefully designed. Based on the toy district concept,  their staff are known as ‘Actizen officer’ and managers as ‘ Actizen specialist’, to provide a better brand experience for its customers. Bringing consumers to a whole new world of toys – Action City.