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Avec Sunnyhug

Sunnyhug

  • Somoslínea

  • Peluches & charms

  • Visual Identity

    Brand Strategy

Welcome to Sunnyhug! Our characters have good days, bad days, and weird days. That’s why they know how to help people of all ages navigate every kind of mood. Because difficult emotions need company, too.

Sunnyhug is a plush toy brand built around a truth the market has overlooked for years: the need for a soft, comforting companion to help us navigate difficult emotions, uncomfortable feelings, and those moments when everything feels like too much doesn’t end in childhood. It’s something we carry with us throughout our lives.

Avec Sunnyhug
Avec Sunnyhug
Avec Sunnyhug

We set out to build a brand that recognizes what we all have in common, regardless of age: the need for companionship when going through difficult moments. The challenge was to do so without being patronizing or falling back on the narrative that “everything will be okay,” acknowledging that sometimes, it simply isn’t.

We used “Fluff with an Attitude” as the central platform to create an identity that is equal parts soft and straightforward. We developed a rounded-edge logo with small hands that evoke the hug we all need sometimes, paired with a vibrant, generationally familiar color palette and a personality that brings just the right amount of humor to the most uncomfortable moments. In the end, we created a brand that doesn’t promise you anything—but is always there for you.

Avec Sunnyhug
Avec Sunnyhug
Avec Sunnyhug
Avec Sunnyhug
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