Atlas Khersi

Atlas Khersi is a toy store on Vali Asr Street in Ansariye, Zanjan. Its name already held a mascot: khersi is Persian for teddy bear.

The goal was to give a neighbourhood toy store an identity with the warmth of a favourite toy and the discipline of a retail brand: one bear that holds up on a shop sign, a toy box, a sticker and an app icon.

We built the bear the way children build things: out of pieces. Its face is split into four warm quarters locked together by a jigsaw band, with the muzzle as the keystone piece. The logo is a puzzle you could cut out of wood.

Ten warm colours from honey to cocoa, the rounded Baloo typeface, a checkerboard quilt pattern and the bear’s own puzzle cuts carry the identity across packaging, stationery, signage, merchandise and social media.

A bear you put together. Khersi is Persian for teddy bear, so the store’s name already held a mascot; add a puzzle, with its play, patience and the joy of building something with your hands, and you get a teddy bear assembled from jigsaw pieces.

Circles only: ears, eyes and muzzle are drawn with circles, so the bear stays soft at every size.

Four quarters: brick and orange above, copper and rust below. One bear, four pieces.

Jigsaw band: a strip of puzzle pieces runs across the face and locks both halves together.

Keystone muzzle: the muzzle locks into the band from both sides and carries the nose.

Shield chin: straight sides and a broad chin let the head sit like a badge on signs, pins and icons.

Built on one unit. x is the height of the puzzle band. The head is 4x wide under a 2x dome; ears, eyes, tabs and muzzle are circles sized against the same unit, so every curve has a reason.

From silhouette to face: the silhouette comes first, then the four quarters, the puzzle band and finally the face.

The colours of the identity and their references.

The toy-box quilt: a checkerboard of the ten warm tones, cut by the bear’s own puzzle pieces, carries the identity across boxes, bags, stationery and signs.

Small screens, same bear. Profiles, notifications and stories that snap together like the logo.