Sound-First

Aligning to the launch of the revolutionary TonieBox2, Tonies, the smart audio system for children, has introduced a complete brand refresh by Anomaly, elevating the beloved product from a device into a joyful, "sound-first" entertainment ecosystem. Faced with a crowded marketplace of fast followers and copy-cat products, Tonies sought to defend its category leadership and broaden its cultural footprint without compromising the core magic that families have cherished, while positioning the brand for its next chapter of global growth.

Anomaly’s strategy reframed the brand from a "device plus characters" to a cohesive ecosystem with audio as its organizing principle. The new brand world treats sound as the spark of imagination, enhancing how children (and their grown-ups) experience stories, learning, and play. The redesign by Anomaly introduces a range of comprehensive elements to solidify Tonies' position as a "sound-first" entertainment ecosystem.

The overhaul touches every element of the brand:
Sound-Shaped Visual Identity – A new graphic language translates audio elements like whispers and crescendos into expressive graphic motifs, creating an ownable visual language unique to the audio space.
Refined Identity and Typography – A custom, softer wordmark that mirrors the tactile Toniebox and a new typeface tuned from soundwaves.
Global Packaging System – A simplified packaging framework that makes products radically legible and collectible on retail shelves,
Intuitive Retail POS at Scale – An updated in-store experience helps customers navigate products more intuitively through clearer organization.
Cohesive Sonic Identity –a complete system of micro-sounds, developed to ensure the brand is consistent and recognizable across every consumer touchpoint, even when eyes are closed.
Flexible Motion Language – Digital and motion elements respond to rhythm, tempo, and tone to express different childhood moods.
"Tonies didn’t need more noise; it needed meaningful sound," said Clara Mulligan, Chief Design Officer, Anomaly. "We built a brand world that looks, moves, and behaves like audio. Because for kids, a single sound can unlock a whole universe of story.”