market demand
As a comprehensive enterprise integrating trade, industry and investment, Huihong Zhongjin registered "Little step", an internationally renowned brand listed in Japan in 1997 ". In order to open up the domestic toy market and stand out from similar brands, Huihong Group found Nanjing Rococo in 2020 to build a domestic brand for Little step.

Brand positioning
With the continuous improvement of people's living standards in China, more and more parents start preschool education earlier by choosing educational toys. Through market research and user analysis, the Rococo design team concluded that the color cognition of children aged 3-6 is mostly high saturation and high purity. At the same time, when building puzzle brands, they should pay attention to interaction, intelligence, brand image and technology integration.

Brand Name:
The new brand image is also around this position. Little Step means footprint. The sub-brand focuses on the concept of Japanese brand. The design team extracts the Japanese word "L" in footprint. The Japanese transliteration is Axi Ado, which is catchy and easy to spread. As a result, the sub-brand name of Little Step is designated as Axi Ado.

Logo design:
LOGO design will be Japanese characters for stroke processing and design, round corner to make the brand image more affinity. Incorporating the concept of toy color blocks, the puzzle blue and bright warm yellow jump stitching, the overall color is rich and full of fun.