A pinwheel that spins learning into play.
Funday · Brand Identity · 2025
- Brand Strategy
- Logo & Identity
- Bilingual Type System
- Environmental Graphics
The brief
The problem: Funday, an indoor play centre in Saudi Arabia for kids aged 2 to 14, was entering a market where the competition had bad reviews, no websites and high prices. The opportunity was obvious: be the first play brand in the region that actually looks and behaves like a brand.
The strategy set the ambition: become the preferred kids-play centre in Saudi Arabia on hospitality, value and safety, with Saudi cultural touches built in rather than painted on. A place where kids and families bond, play and learn together.
The identity answers with a pinwheel: nine colours spinning around one centre, a bilingual bubble logotype, rounded typefaces a six-year-old can read, and a pattern that survives everything from hoodie labels to building signage.
01The Pinwheel
Nine colours spinning around one centre. The mark works as hard in single-colour black and white as it does at full spin, and the bubble logotype reads in Arabic and English at kid height.
02Colour and Type
03Pattern and Print
04In the Playground
The system survives the real test: kids. Tees, signage, hoodie labels and room posters, all carrying the same spin.
