Established in 1945, Casdon is a family business that creates top quality roleplay toys at affordable prices. Following a rebrand, Casdon wanted to get really clear on the promise and personality behind the brand. We were tasked with conducting a creative exploration to pin down its story, and also create its guidelines and playbook.
Following a recent rebrand, Casdon recognised it had new assets and tools with which to present itself. However, some key elements were missing – how this new brand identity had been arrived at, and a clear summary of ‘who’ Casdon is.
Specialising in licence toys, Casdon works with global brands. Clear guidelines showcasing how to consistently present itself across markets are imperative. This added a further challenge to the project, as the contents must be translatable.
Having worked with us previously, Casdon knew we’d be a great partner in helping define the brand personality. Our integrated approach reassured Casdon that the right questions would be asked when gathering information from its wider business, allowing individuals to contribute openly throughout the workshop.
Through a series of pre-workshop discussions and fact-finding exchanges, we took all departments’ objectives and requirements into consideration before proposing a plan of action.
We asked Casdon creative questions such as “How would you describe your business to your seven-year-old?” and “If your business was a person, who would it be and why?”. These really helped Casdon get clear on brand personality, customer promise, USP, and hierarchy of messaging.
On the back of this, we put together a brand mission, vision, and values, and established a tone of voice. We also created a brand playbook based on Casdon’s new graphic language, weaving in solid rationale to formalise it, and ensure consistency.
Going forward, we’ll continue to support Casdon in maintaining and updating its website. This will include technical SEO and content, email marketing, digital marketing (shopping campaigns, text ads, and paid social), and social media.
Marketing manager, Casdon
Creative director, The Bigger Boat