Designing both a toy and a brand

Growing a product into a brand

Antwerp-based toy manufacturer Chillafish started its adventure with Bunzi, an innovative balance bike that transformed from three wheels to two as a child developed. As lead designer, I worked closely with the founders and market experts to develop the concept, transformation principle and distinctive appearance. Bunzi became the starting point for a much broader product portfolio.

What began as the design of individual products developed into a long-term collaboration. Projects including Monzi, ItsiBitsi, Skibbi and Blockie explored different forms of active play and different age groups. Across these products, a recognisable design language gradually emerged through playful forms, strong colour, clear functionality and distinctive detailing.

My role therefore developed beyond industrial design. Together with Chillafish, I helped translate the ambitions behind the brand into a design direction that could guide the wider portfolio. The aim was not to make every product look the same, but to create enough visual and conceptual coherence for new products to feel naturally part of Chillafish while retaining their own character.

Over time, Portfolio Identity & Design Direction connected product design with broader brand values such as active play, innovation, usability, durability and market appeal.

Seppe De Roeck, Managing Director of The CHILLAFISH Company: “Marnix understands that design has to be ‘marketable’ too and has a great passion for functional design, without losing focus on details and shapes.”