kidsland is a premium boutique retail chain for kid’s toys in China. After helping kidsland differentiate its brand strategy, Labbrand developed a refined logo as well as a dynamic visual identity system with a more diverse color palette to enhance the strategy. Based on the creative concept “curiosity @ play,” we delivered an image of kidsland as an interesting and imaginative toy heaven. This project is outstanding in design because the visual identity inspires curiosity towards the world and presents the kid-like happiness and spirit, which best answers the client’s needs and fully leverage its potential.