Background
Once Upon A Time is a brand new retail outlet opened in November 2007. As the name suggests, it is a children's toy shop themed around the dream world of fables and fantasy. Located in San Gwann, the shop sells licensed Disney products including toys and games, clothes, bedding and household items, arts-and-crafts items, stationery, books, DVDs, CDs, soft-toys, and more. The premises also includes a large play-area ideal for children's parties and activities.

Challenge
The task assigned to Appletree was twofold. Prior to opening, the client wanted to have a better idea of the market that prevailed in the shop's immediate catchment area. The client also requested a new logo and corporate house style, multi-media advertising and promotional material linked to the launch of the establishment.

Solution
To tackle the first aspect of the assignment, we carried out a research exercise aimed at investigating the buying behaviour, attitudes and preferences of parents with regard to toys and games. The investigation consisted of telephone interviews on a representative sample of residents of San Gwann and surrounding towns. The results were compiled in a report that included tabulated findings, extensive analysis and practical recommendations. 

To cater for the client's marketing and promotional requirements, we created a simple yet effective logo that renders equally well in colour and monochrome format. We also developed adverts for use in newspapers and cinema theatres, invitation cards, stationery, business cards, lottery tickets and gift vouchers.