McMiller 2024
Same big personality, but with a whole new family. Meet Mcmiller 2.0, one of the most sustainable toy & game companies in the world.
Brand positioning / Brand identity / Tone of Voice
Three years after we rebranded McMiller, we created a new brand development to match their updated eco-friendly credentials.
It is not every day that a brand comes back to you telling you that they achieved their vision in just 3 short years. Since we rebranded McMiller back in 2021, they have gone on to solely produce new games that are 100% plastic-free, made from biodegradable and sustainable materials. Making them one of the most sustainable toy & game companies in the world.
So we came in to reintroduce the brand in a new light, developing a whole new family of characters for the brand that continue to represent the founders and the brand. Six, brand new leafy characters with bags of personality and all created to reflect the ultimate purpose of the brand: to make laughter.
“Ade and the Studio Chong team taught us that great branding isn't just about fonts and colours and illustrations - it's about a feeling. They took our party game business and boiled it down to the core of what we were actually selling: laughter.”
– David McGranaghan, co-founder of McMiller Toys & Games.
With all our projects, our goal is to create a brand that our client can sustain in the long run. So we created mix-and-match character elements, allowing them to build unlimited character illustrations.
