Goodies and Giggles yellow logo on green background with elephant mascot designed by AP The Creative.

Goodies & Giggles Toy Store

Goodies & Giggles is a local toy store filled with whimsy, wonder, and wide-eyed delight—and I had the absolute joy of bringing the brand to life from the very beginning. From naming the shop to crafting the full visual identity, this project was all about creating a space that feels playful, warm, and full of personality.

We started with a logo system and color palette designed to spark joy and curiosity, then carried that energy into social templates, printed materials, and brand guidelines to keep everything cohesive. The brand is built to grow alongside the business, with flexibility for both in-store and online experiences.

To help extend the magic digitally, I designed an e-commerce website that feels just as welcoming and vibrant as the shop on Mass Ave in Indianapolis. With development support from The Lovely Dev, the site makes it easy for shoppers to explore, connect, and find the perfect gift.

The end result is a brand that feels like a big warm hug for kids and grown-ups alike—full of fun, full of heart, and ready to delight.

"Alex was available to support our needs and her creative spirit made us so excited to launch our new business and our brand."
  • Strategy & Naming
  • Typography & Color
  • Print & Digital Templates
  • Brand Guidelines
  • Shopify Website Design & Development

Additional Credits

Brand Photography by GC Photography

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Goodies and Giggles Toy Store exterior signage of elephant mascot on Mass Ave Indianapolis designed by AP The Creative
A frame signage design for Goodies and Giggle Toy Store on Mass Ave designed by AP The Creative.
Goodies & Giggles Toy Store mascot elephant logo on yellow background designed by AP The Creative.
Goodies and Giggles Toy Store front and back business card designed by AP The Creative
Brand guidelines for Goodies and Giggles Toy Store designed by AP The Creative.
Interior of Goodies and Giggles Toy Store on Mass Ave in Indianapolis
Goodies and Giggles Toy Store e-commerce website mockup product page on ipad designed by AP The Creative and developed and built by The Lovely Dev in Shopify
Goodies and Giggles Toy Store social media templates designed by AP The Creative
Goodies and Giggles Toy Store brand photography of little girl playing with a wooden train toy
Goodies and Giggles Toy Store e-commerce website mockup on desktop Mac designed by AP The Creative and developed and built by The Lovely Dev in Shopify
Goodies and Giggles Toy Store e-commerce website mockup on mobile designed by AP The Creative and developed and built by The Lovely Dev in Shopify
Goodies and Giggles Toy Store e-commerce website mockup designed by AP The Creative and developed and built by The Lovely Dev in Shopify
Owner of Always Give A Damn, Avery, holding the tube of royal lipgloss product designed by AP The Creative.

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Always Give A Damn

Branding + Packaging + Web
Front and back design of a business card for Flower Farm on Redwood in Plymouth Indiana designed by AP The Creative for Martha Conley.

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Flower Farm on Redwood

Branding