Brother Flax specializes in creating handmade toys that are not only modern and colorful, but also appeal to a wide range of customers, including young parents, non-traditional families, queer families, and anyone who appreciates the unique charm of handmade items. The Brother Flax logo features a bright abstract rabbit that is inspired by the products as well as a nod to the company's namesake and owners's pet rabbit. These details make the brand feel personal and relatable, and tell a story. The overall brand identity needed to strike a balance between a minimal timeless aesthetic and highlighting the one-of-a-kind design and color palette of each toy.