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GUND is the oldest manufacturer of soft toys in America, and also the first teddy bear manufacturer to truly capture emotion and facial expression in their product shots of plush toys. GUND’s new brand identity design pays homage to this tradition by focusing on the most emotionally expressive elements of GUND’s signature products. It emphasizes the intangible qualities of the company’s work over the physical, reflecting the emotional investment that develops among their consumers.
Edison, NJ, United States
Cynda Media Lab
Englewood Cliffs, NJ, United States
C. J. Yeh, Christie Shin, Fred Pirlot