Celebrating everyday Australians who take on a challenge to fight cancer.

At a glance

Tonic rebranded CanToo, a charity that raises awareness and funds for cancer research and community health, and designed its new website. The identity pairs a playful toucan mascot with a bold orange palette and the line ‘Challenge yourself. Challenge cancer.’, and works on everything from swim caps to fundraising pages.

Client:: CanToo
Project:: Rebrand and website
Industry:: Not-for-profit

Brand Strategy, Visual Identity, Mascot Design, Tone of Voice, Merchandise, Website Design & Development

The brief

Refresh the brand and positioning of an Australian charity that raises awareness and funds for cancer research and personal wellbeing.

The challenge: a brand as consistent as its community

CanToo runs programs that improve the fitness and wellbeing of thousands of Australians while raising money for cancer research. But with limited internal resources and no clear direction for reaching a wider market, the brand lacked consistency. Tonic was asked to create a clear, distinctive brand and strategic plan, and an online presence that drives more registrations and donations.

CanToo charcoal and sky blue colour palettes

Outfit typeface specimen and ‘Did you know?’ toucan fact

CanToo supporters smiling in branded caps and shirts

The strategy: identity, website, guidelines

We worked in three steps. First, a new identity and design direction that’s instantly recognisable, with a personality people want to share. Second, a refreshed website built from reusable templates and modules, so people can easily find programs, donate or volunteer, and staff can add pages as they need them. Third, comprehensive guidelines so volunteers and staff can align new content, events and programs with the brand.

CanToo toucan mascot crossing a finish line

The solution: a toucan for every challenge

We created a toucan character, a play on the CanToo name and its distinctive orange. Toucans are social and linked with good luck and self-confidence, which is what CanToo’s programs build. From there we developed the logo and a character library for marketing and social content, a new positioning line and tone of voice, and a full design system and website that improves the experience of CanToo’s programs and simplifies donating.

The result: fresh, fun and friendly

The new identity has been well received. It gives CanToo a fresh, fun and friendly personality, with consistency and direction online and across its fundraising events and programs.