During the 2020 pandemic, El Rey Mago decided to reinvent itself and to do so, start selling online as well. Such leap needed a new look more in line with the digital language.
Throughout its more than 30 years of existence, El Rey Mago has managed to be very recognisable among its clients, so the redesign, while disruptive to adapt to new media, also has to pay tribute to the past of the brand.
Previous design
The expression of the Rey Mago has always been affable, close and fun, that is why it was very important to start with a mascot that conveyed all those emotions. At the time of creating it, playing has been present as children would have, going out of the margins and using irregular yet fun shapes.
This is a toys selling company, it is impossible to resist playing a little even writing its own name.
The typography was created ad-hoc for this logo, looking for a clean result so it works well in digital environments while being friendly, affectionate and of course, thanks to endings at different angles and some inclined letter, really playful.
The universe of El Rey Mago is joy, colours, good times and better memories. Many positive and intense feelings that have to be visible in the brand. For this, I have developed a palette of 7 vibrant colours that draw from the brand’s past adding a modern approach.
Unfortunately, the costs derived from a cross-platform brand update made the company’s management decide to limit the changes to the digital environment.
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