Toca Boca’s ‘Boundless Play’: A Brand Identity That Grows Older Without Growing Up

Built around the insight that play involves both setting and breaking rules, the new identity captures Toca Boca’s ambition to evolve while staying true to its playful DNA.

A refined logotype, bold typeface, multicolored palette, and absurd tone of voice create a consistent visual language. In contrast, graphic gestures inspired by gameplay—like wiggles, bounces, and in-game icons—inject spontaneity and surprise.

This elastic system allows the brand to adapt across platforms and audiences, framing an ever-expanding universe while preserving the essence of boundless play.