A small rented workshop of 30 square meters on the outskirts of the town of Borovichi has grown into a well-equipped factory producing a wide range of soft toys, with a staff of three hundred people. Over time, the factory began to outgrow its existing brand identity.

Now, the factory has a soft monogram symbol and a playful typographic logo. The “Myakishi-circles,” which form simple cloud-like shapes, have become the primary graphic generator. The toys themselves are now seated on a soft cloud in every package. All of this is supported by a soft, rounded font that literally conveys the factory’s slogan: “Childhood without sharp edges.”