Yoto

Find purpose beyond your product.
Make it an adventure.

Storybook Positioning
Tone of Voice

Kids are natural explorers, let's give them the freedom to go where they'd like

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Childhood is an incredible adventure, discovering the world and your place in it. And no two adventures will ever look the same.

Sonder & Tell turned a brief as chaotic as family life into an inspired bit of brand thinking. And just as our new brand book is a joy to work with, so too was the S&T team. They balanced head-in-the-clouds creativity with the clarity of seasoned wordsmiths, delivering a toolkit that’s both delightful and practical.

– Huntly Gordon, Brand Marketing Manager

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So much more than audio

Yoto launched in February 2020 winning hearts (and awards) for their screen-free audio player for kids.

But they wanted a purpose beyond their product. A positioning that would resonate with their new and existing customers. And a story as compelling as the ones you might find in their audio cards. In short: they had big brand dreams, they just weren’t sure where to channel them.

Was Yoto really about quiet time and a kid’s world of their own? Bringing families together or growing up and the freedom to explore? Through workshops plus desk and consumer research, we developed four strategic territories and creative concepts that we tested with parents and the wider team.

The Approach

Childhood is an adventure.

Parents loved that Yoto stood for independence and imagination and that it was a brand that could grow with their kids. So we set their mission: to inspire kids to lead their own adventure. And wrote a story that spoke to the sense of freedom that Yoto and parents could give to kids. It recognised that every kid is as unique as the journey they’re on. And when you give them the freedom to explore who they are and what they like, the possibilities are endless. Their imagination is the limit. Yoto’s role? To open up new paths and possibilities as kids to listen, learn and play at their own pace. Help them walk taller every day. All while making sure they’re safe to chart their own path.

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Onwards & upwards

Today they’re a bedtime hero. Tomorrow a scientist. And the next day who knows? The story of who they are is one they get to write.

Yoto now have a brand positioning, purpose and story that they can shout from the rooftops. That unites their team as they launch new products in new markets. You’ll see it come to life in their Yoto brand films and on their new website where they bring that sense of freedom and fun to copy: “Kitchen dance parties? Treasure hunts? Bedtime soundscapes? Check, check and check.”