FUNBOY
FUNBOY
Funboy
Known for their creative, photo-worthy designs, Funboy introduced iconic high-quality pool floats that quickly went viral on social media, turning them into must-have summer accessories. Ten years later, the Venice Beach-based, family-run company has expanded its offering beyond summer pool accessories to offer quality inflatable products that celebrate joy and play in the everyday. With their ten year anniversary on the horizon, they approached us looking for a brand refresh in order to communicate the evolution from buzzy startup to category leader with cross–generational appeal.
We began with an exploratory investigation on customer demographics. By owning the inflatable category, Funboy has an exceptionally broad addressable market, so we honed in on psychographics over demographics, spirit over age. We identified the “Kid-At-Heart” as our primary target customer, and placed the joy of shared experiences at the forefront of a visual identity and graphically-led toolbox.
The existing logo was strong and carried a lot of brand equity, so we kept it and instead focused on building out the supporting elements around it to be versatile, playful and catchy. In a nod to Funboy’s breadth of offering, the new color palette is expansive, balancing punchy bold hues with nostalgic tones.
We developed a lively, memorable and satisfying voice & tone guide, rich in personality but light on shock. The introduction of patterns rounds out the graphic language, representing the company’s proactive spirit, imaginative story and thoughtful values. The result is a rich, optimistic and inventive world which will grow with the brand for seasons to come.