Great Turtle Toys has been selling toys (and serving smiles) on Mackinac Island since 1993. Known for its awe-inspiring kite demonstrations and joy-filled shopping experience, this beloved toy store is a local icon. We partnered with Great Turtle Toys to refresh their brand and prepare them for a new chapter of growth. While they already had an instantly recognizable logo, there was no cohesive visual strategy to support it. Our work began by getting to the heart of the brand—defining their mission, vision, and values, clarifying their verbal identity, and establishing clear visual pillars.

The refreshed brand blends bold, blocky shapes and playful squiggles with the warmth and whimsy of hand-drawn illustration. At the center is the Turtle and his unforgettable crew, brought to life through expressive character design and joyful scenes. Googly eyes, sticker-like elements, and confident compositions keep the brand feeling fresh and modern.