Tokened
Branding and Maskot
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About The Client
Tokened is a next-gen NFT giveaway platform, offering users the chance to win legendary digital collectibles—no crypto wallet required. Built for inclusivity, it lowers the barrier to entry into Web3 while rewarding curiosity and community.
About The Project
Tokened approached OnePlusOne Solutions with the goal of creating a complete brand identity from scratch. The focus was to design something fun yet trustworthy, modern but friendly—able to support everything from digital ads to full UI builds.
The Challenge
Launching in a noisy, highly technical space like Web3, Tokened needed to feel instantly clear and credible while standing out visually. The identity had to engage crypto newcomers without alienating more experienced users—and it had to scale.
The Solution
We developed a mascot-led, character-driven brand system rooted in access, fun, and flexibility. From strategy to execution, every element was crafted to support Tokened’s values and usability—from its primary logo and colors to custom illustrations and Figma-based UI components.
Deliverables
At the heart of the brand identity was Toki, the custom-designed mascot who became the face and spirit of Tokened. We developed Toki from scratch to embody the brand’s values of approachability, exploration, and digital playfulness. Multiple expressive poses, emotive screen variations, and subtle motion potential were crafted to give Toki both personality and range.
We also created a cast of “Friends of Toki” to expand the visual universe and enhance the brand’s storytelling capabilities. These characters allowed for community-focused narratives, educational moments, and fun, in-product interactions.
Alongside character development, we designed a complete visual identity system—including a full logo suite, color palette, iconography, and a tailored typography hierarchy. The logos were carefully constructed for flexibility across light and dark themes, ensuring clarity at all scales.
The color palette blended tech-forward confidence (NFT Navy, Sapphire) with vibrant gamification (Prize Green, Winner Pink), all tied together by a consistent flat illustration style. Typography was standardized around the Titillium Web family for digital readability and paired with a custom-drawn logotype inspired by Oxanium for the wordmark.
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To connect brand with product, we created a comprehensive Figma UI Kit that brought all these elements into a single, usable framework for developers and designers. The kit included buttons, cards, modals, forms, and layout components—all pre-styled with Tokened’s system and ready for use in digital products.
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Finally, everything was assembled into a detailed, 36-page Brand Guidelines document with embedded downloads, usage instructions, and examples of the brand in action. From strategy to execution, our goal was to equip the Tokened team with a future-proof, plug-and-play identity system built to scale.
Project Conclusions
Tokened launched with a distinctive, polished identity that immediately differentiated them in a competitive Web3 space. The mascot and visual assets made the product more accessible, while the Figma UI kit allowed fast iteration for their digital team. The brand was praised for its clarity, friendliness, and flexibility across platforms.
Let’s Work Together
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