By Rachael Steven


eenymeeny sells toys, clothes and accessories for babies and children aged 10 and under. The store was founded three years ago but IYA Studio creative director Matt Cottis says its previous identity failed to reflect the brand’s focus on design and quality.

“The overall look felt too vintage and handmade which did not reflect the product they were selling,” he says. “Our brief was to give the brand a fresher, cleaner feel but still keep hold of warm and friendly elements.”

IYA was asked to create “a fun and design-led” system to work across the brand’s website, printed material and a soon-to-open store in North London. Alongside a bold colour palette and friendly sans type, the identity features a charming pair of illustrated characters, eeny and meeny, created by animator Jack Cunningham.

Characters have been used on packaging, clothes and stationery and Cottis says they encompass the idea of everyday chaos, “summing up life with kids and the day to day fun, hectic and colourful scenarios they create.”



“The idea was to keep them simple and not obviously human or animal – just made out of shapes which we can use across different elements of the brand,” he adds. “This approach means we have so much flexibility to make them do different things depending on the output – we’re hoping to make them into 3D structures for the new store opening this year,” he adds.



To promote the relaunch, Cunningham has created animations for the brand’s website and instagram account which feature eeny & meeny changing colour and swapping heads and bodies.

Cunningham and IYA made similarly charming use of animation in a rebrand for furniture brand Non-Plus last year, and Cottis said it is now a key focus on projects for retailers like Non-Plus and eenymeeny, who often rely on social media to drive sales and word of mouth.




“It’s very much an integral part of the branding process for us on this sort of project,” he explains. “The social aspects that brands need to address are the perfect arena for animation and, moving forward, eeny and meeny will be interacting further to portray brand and messages relating to the online store.”

With eeny and meeny providing a flexible visual system, IYA opted for a simple logo design which Cottis says acts as “a solid foundation” for the brand. IYA Studio also commissioned Laila Hegarty to create some quirky photography for the brand.

Cup in mouth

Balloon face

Read more here:: IYA Studio and Jack Cunningham’s playful identity for children’s brand eenymeeny