“The most creative toy manufacturer working in Macao, 50% Toy focuses on combining and transforming art and toys and exploring the possibilities of toy art, an emerging field of contemporary art. We continued its trait of deconstruction and recombination as the basis for its brand design. Because attention to detail is at the heart of its branding, we took reference to the shape of different toys in the brand design and injected these unique elements into the typography. At the same time, the design boldly dissects and refines the different structures of a Latin typeface to create a new, unique Chinese typeface. The identity system closely links to 50% Toy’s philosophy and core values, reflecting its plasticity and foresight.”