Rebranding A Market Leader

Client

The Puppet Company

Services

Creative

Sectors

eCommerce

Retail

Overview

After 20 years, the time had come for a brand refresh for family-run toy manufacturer The Puppet Company. Pulling the strings on this project were Webmart’s specialist Creative Team, who breathed a new lease of life into the beloved brand.

With over 700 products across two different brands, The Puppet Company trades globally and is a trusted name in the toy and gift sector thanks to its ethical and sustainable manufacturing ethos.

The brand unification and redesign needed to abide by its founding pillars: Quality, Value, and Imagination.

The Challenge

While the brand had grown significantly, its visual identity had not kept pace. The existing branding felt dated and inconsistent across platforms, making it harder to communicate the quality, creativity, and scale of the business.

The Puppet Company needed a complete rebrand that would modernise its image without losing its playful, family-run character. They were also looking to unify The Puppet Company and sister brand Wilberry under one cohesive brand, ushering in a new era for the brand ahead of its continued global expansion.

The Solution

A discovery day at our Yellow Shed brought both teams together, along with market data, competitor analysis, and a touchpoint audit from The Puppet Company’s current channels. Using these insights, the team implemented:

1.Clear Brand Strategy
Defining purpose, values, tone of voice, and visual direction.

2.Refreshed Logo & Visual Identity
Using a flexible colour palette and typography system, the detailed brand guidelines covered tone, imagery, and real-world application.

3.Launch & Rollout
The new identity, designed to work seamlessly across print, digital, packaging, and retail environments, has started to be rolled out across production and trade customers.

The Results

The rebrand has transformed how The Puppet Company presents itself to both trade and consumer audiences. The new identity modernises the brand while staying true to its imaginative roots.

A cohesive, professional brand presence across All channels

Improved engagement and positive feedback from trade buyers

Stronger internal alignment through clear brand guidelines

A scalable platform for future growth and international expansion

Looking Ahead

“The new logo and guidelines look fantastic and really capture the true essence of the company as well as elevating the brand, which is exactly what we wanted!

The whole team here at Puppet HQ love the new look with us already having great feedback from customers, agents and other companies which is exactly what you want to hear.

With the vast services Webmart are able to offer, we will be using them again and can’t recommend them enough.”

Sam Lockey, Sales Director, The Puppet Company