Tebby Dear

brand identity packaging illustration collateral

a toy that earns a parent's trust and a kid's excitement from the same box.

about the client

Tebby Dear is a children's toy brand built around joyful, screen-free play. It launches in the US with its first product — a mini arcade claw machine for kids aged 3+, bought mostly by parents and relatives looking for a gift that feels exciting and interactive. The bigger idea is a D2C toy brand with a bright, ownable world that can grow well past one product.

the challenge

Tebby Dear had to enter the US toy and gifting aisle with the confidence of a real brand, not the look of another generic product. The category is loud but forgettable — crowded boxes, white-label packaging, scattered claims, products that blur together on the shelf. The brand needed to win a parent's trust and a child's excitement at the same time: fun and safe, clear and premium enough to gift, and scalable enough to carry more toys later, not just decorate one launch.

our solution

We built a high-energy identity and packaging system inspired by arcade lights, reward moments and childlike scribbles. Instead of leaning on a mascot, we drew a custom wordmark that gives the brand personality while staying flexible for future toys. The packaging works as a full communication system: the front face sells the "Fun Arcade Claw Machine" on sight, then hands parents quick proof points — powerful grip, dual power, a 60-second timer, music. Other faces turn the box into a game, with "How to Play," "Pro Player Tips" and parent-facing benefits like hand-eye coordination and screen-free focus. Bold orange and yellow, scribble arrows, sticky-note blocks and chunky type keep it exciting for kids and trustworthy for parents.

Tebby Dear TD monogram on yellow with the line 'Play More, Imagine More'

Tebby Dear mini arcade claw machine box standing on a bold orange backdrop

Three Tebby Dear claw-machine boxes lined up showing the front and side faces on orange

Tebby Dear illustration system — hand-drawn doodles, arrows and playful energy marks

Two Tebby Dear boxes angled together on white, showing the front and arcade-claw-machine faces

Tebby Dear typography slide pairing a vibrant graffiti display face with a sketchy supporting type

play brought home

The result is the foundation of a toy brand, not just a launch SKU. The packaging attracts, explains, guides play and proves value from every side — easier to understand, easier to trust, easier to choose as a gift. And because the system isn't tied to one mascot or one product, Tebby Dear can grow into future toys while keeping the same joyful, screen-free, arcade-inspired spirit.