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How to represent a father's love and affection in a toy brand?
Papai que Fez (Daddy made it) creates playful toys with reused wood. What makes it even more special is that the toys are made by a father, with a lot of love and creativity, valuing free play, calm, sustainability and creativity.
The starting point for the brand concept was the face of a proud child saying "Daddy did it". The smile was the central element of creation. In the imaginary, a father refers to pride, delicious games with a lot of laughter and love.
One of the challenges of the brand was the need to be easily engraved on wooden toys.
Visual Identity
[ Papai que Fez, São Paulo, Brazil, 2019 ]
![](https://cdn.myportfolio.com/1d22becb6dc32b697f7d03b077ed1a3b/81b3c791-9852-4553-8c3b-b82d00cb2998_rw_1920.jpg?h=594487368d572959a39ef24123a21a36)
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The company's creativity went beyond its signatures, and complementary versions of the brand have been created.
![](https://cdn.myportfolio.com/1d22becb6dc32b697f7d03b077ed1a3b/45d3a7c0-2f6e-4ec7-af3e-3e030555a963_rw_1920.jpg?h=5fbba37855dd5a50f52b663fccafe48c)
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Launched in 2020, the company is growing standing firm to its purpose and selling its products trough social networks.