The Village Toy Shop is a family owned toy store located in Canton, MA. They pride themselves on their old-timey charm and wide variety of toys for children of all ages. Since the shop is so nostalgic and classic, it was most important to Incorporate the shop’s quirky personality while also capturing their family-owned story in a full identity rebrand. The result is a playful yet mature branding system that shows the timelessness, style, and subtle sophistication of the store. The bag design includes a more modern reimagination of their old marionette logo–which also acts as an interactive element when customers hold it by the handle.