Developing a brand identity for Rainy Day Toys began with substantial research into the world of wooden books and toys. The benefits of playing with toys of this type were very strong in the dexterity and problem solving areas that most modern electrical and digital toys simply do not provide. A March, 2015 article released by NAEC states that the benefits of playing with blocks include Problem solving skills, elevated self-esteem, social and emotional growth among other developmental gains*. Other expert articles confirmed the benefits, writing that in the early development stages of life, it is very important for children to use their hands, building hand eye coordination, while also improving dexterity, recognition, and sequence memory. There are many other benefits including special reasoning, math concepts, and reading skills also associated with playing with blocks and other wooden toys**.

As it is not the children who would be purchasing the toys, the benefits needed to be made obvious to the parents, grandparents, and other adults who would be responsible for buying the toys and books. As Kathryn Best explains “Consumers buy into the brands, brand values and brand beliefs that are most in tune with how they see their own self-image and that of the lifestyle and peer groups with whom they wish to be affiliated***”. Research also made apparent that many of the toy purchases would be made from a sense of nostalgia, especially where grandparents were concerned. The longing to share pleasurable memories of past times with the future generation is a guiding attribute towards making the decision to buy the toys.  This meant that the logo and coinciding visual collateral would have to represent the products with these guiding attributes in mind. Reflecting the durability of the toys, the physical and mental benefits, as well as the emotional attachment that would carry on into the future of the children.